Gurdeep Bains takes us inside the development of YuMe’s Netflix Gift Box

Gurdeep, always great to catch up. YuMe has just launched the Netflix Gift Box. You’ve worked with Netflix on a few previous launches, so how did the idea for this one come about?
We’ve enjoyed a longstanding collaboration with Netflix, working on products for popular titles like Stranger Things. The Netflix team has been incredible to work with, and we’ve always wanted to deepen our partnership. Our initial idea was to come up with some sort of fan box. It would present the perfect opportunity to create something truly unique – a curated product spanning multiple items and showcasing Netflix’s diverse and impressive portfolio. Our goal was to deliver a premium experience that not only feels special, but also resonates with the different tastes and passions of Netflix’s global audience.

Yes, because it’s unusual for this type of product to cover multiple IPs.
Absolutely. Most gift boxes and advent calendars stick to a single theme or target one specific audience, but Netflix offers a truly universal experience – there’s something for every age and taste: kids, teens and adults. We wanted to capture that diversity with a product the entire family can enjoy, one that embodies the spirit and broad appeal of Netflix.

While there are fans who love all the titles – me included! – each brand we’ve included has its own loyal following. Our aim was to create something that brings everyone together. With multiple items from a variety of shows and films, families can decide who gets to open what… Stranger Things and One Piece might captivate one type of viewer, while The Witcher and Squid Game draw in another – and of course let’s not forget Bridgerton! We’ve also developed exclusive items for Outer Banks, a teen favourite, with Season four releasing soon… And for the Rebel Moon franchise, which has garnered a passionate cult following. It’s a perfect line-up.

We designed this as a shared family experience; an exciting unboxing journey that brings everyone together, offering something special for each person to enjoy.

Did each of these brands offer up different design opportunities?
Yes they did. While there’s some natural crossover, our priority was to design products that felt truly authentic to each title. We didn’t start by choosing generic items and then force a brand fit. Instead, we collaborated closely with Netflix to create items that would genuinely resonate with the fans. Every one of the 24 gifts in the box is carefully crafted to reflect the unique essence of each show or film.

For example, the Bridgerton spoon captures the elegance of high society and the charm of afternoon tea gossip. The Bridgerton notebook, inspired by Lady Whistledown’s ‘Society Papers’, feels as if it came straight out of the show.

The One Piece pirate flag is another perfect fit – an iconic symbol fans will love to display. And then there’s The Witcher sword pen, designed to resemble Geralt of Rivia’s iconic sword. It’s not only an item that can be used every day, but also a beautifully crafted mini replica that looks fantastic on display.

We looked closely at the materials too. For the Outer Banks bandana, we chose cotton over polyester for a better-quality feel. For The Witcher pen, we made it out of metal rather than plastic – giving it a weight and level of quality that sprayed plastic simply can’t achieve.

Every item is designed to be more than just a keepsake – it’s a meaningful, premium piece that connects with fans and celebrates the essence of each title.

And we should mention, when you open the box, it makes the Netflix “Tudum!” noise. A very nice touch!
Thank you! We think Netflix is the coolest brand – as such it has iconic brand elements that we could work with the streams of colourful bars alongside the Netflix logo, the red and black colour scheme, and the “Tudum” sound. These are recognisable touchpoints that everyone knows as being Netflix. We wanted to bring these into the product in some way, whether it be through graphical execution or through the opening experience.

If you look at the side panel graphic on the box, that’s the stream of colours when the logo arrives. We felt that was a cool graphic to include. Then, of course, as you mentioned we added the ‘Tudum’ sound to the box once you open it. This on its own is a great experience as it mimics the experience of opening Netflix itself. A lot of thought went into this sound chip to ensure the sound quality was perfect.

We also wanted the inside of the box to mimic the Netflix interface that people know and love. We wanted this to be a physical representation of the Netflix experience, and I hope we have achieved that for the fans.

You guys haven’t designed for Bridgerton before. Does this Gift Box highlight the fact there’s opportunities to do more of these types of collectibles for Bridgerton?
For sure. People might think of Bridgerton as a brand that’s better suited to sectors like apparel or cosmetics but if you think about some of the themes surrounding the show – high society, gossip, fashion – there’s plenty of scope to create engaging products and collectibles that fans will love.

For our gift box, we wanted to create items that were not only stylish and beautiful in appearance, but something that consumers could use on a day-to-day basis and immerse themselves within that environment. For example, our Bridgerton spoon. Making a cup of tea or coffee using that item can provide you with that little touch of Bridgerton joy.

How long did it take to put all this together?
It’s been a year in the making. It was a first for us, doing something that covered seven different properties. It was a huge undertaking, not only from licensing perspective, but choosing the brands and then figuring out the product assortment. It takes time to work out the ideal materials, fabrics, and then craft the packaging, not only for the actual gift box but for the individual items as well. Last but certainly not least, nailing the best unboxing experience… A lot went into this! It was a great challenge but extremely fun and enjoyable as we are all fans of the titles.

As mentioned before, Netflix is a great team to work with which made the journey that much easier. I think many people see merchandise and think it’s easy to do, slap a logo on and be done with it. But a great product is never like that, it’s ideated, conceived, accessed and reworked – multiple times over. You have to ensure every detail is thought of before being prototyped, tested, manufactured and then sold.

Now you’ve done this one, do you see YuMe doing more gift boxes in the future?
Indeed, we do. We see great enthusiasm, from the market, for this kind of product.

Before we wrap up, have you got a favourite item in the box?
That’s a tough one! The Stranger Things art postcards were something I’ve always wanted us to do. Ever since I set my eyes on the artwork, I knew we needed to create something with it. The postcards are an amazing set… And prints you wouldn’t usually see on any product as they are very stylised.

Each print has been illustrated by a different fantastic artist. The illustrations are so colourful and unique, each one capturing a moment within the Stranger Things series. Anyone who has an appreciation of art and illustration will love them. I would frame them on a wall!

Another one of my favourites is The Witcher sword pen – another cool item. I love the show, and this item would look amazing on anyone’s desk. The Squid Game bobblehead is great collectible to have and I can’t wait for Season 2 to begin.

My nephew’s favourite is the One Piece flag – which is huge. He wants to proudly hang it in his room. Another is Zorro’s earring. Great for cosplay and I know many will be wearing it at Comic Con! There really are too many to choose from!

Ha! Always a pleasure Gurdeep! Thanks again.

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