Netflix's consumer-products team has moved under the oversight of a top content exec, as it staffs up

"The Witcher"/Netflix

"The Witcher."

• Netflix's consumer-products team has moved under the oversight of content exec Amy Reinhard.
• The consumer-products division moved under Reinhard's leadership in the fall, after the previous head of consumer products exited the streaming company.
• There is still an open search for someone to lead consumer products, under Reinhard.
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Netflix's consumer-products team has moved under the oversight of content exec Amy Reinhard, a power player at the streaming company.

The consumer-products division, which develops retail and licensing partnerships around Netflix originals, moved under Reinhard's leadership in the fall, after the former executive leading the team left the company.

Netflix has been using consumer products to build buzz for originals, like "Stranger Things," outside of its platform. Analysts and others in the media industry have also been watching whether Netflix will lean into consumer products as a lucrative new revenue stream, as other entertainment companies like Disney have.

Reinhard is vice president of content acquisitions at Netflix, meaning she oversees Netflix's licensing of films and TV shows from outside studios. She joined the company in 2016. Before Netflix, she spent nearly 12 years at Paramount Pictures, most recently as president of worldwide TV licensing and distribution.

There is still an open search for an exec to head up consumer products, under Reinhard.

The consumer-products division was previously led by Christie Fleischer, who oversaw the streaming company's consumer-products, brand-partnerships, and partner-marketing efforts. She exited the company in September to become CEO of Benefit Cosmetics, Alexa Tietjen at Women's Wear Daily first reported.

Netflix has also been staffing up on the consumer-products team. The streaming company is hiring for three new roles, including a retail designer, a seasoned product-development manager for soft-line goods, and merchandise-brand-strategy coordinators to help plan products around specific titles.

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