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Suzy Davidkhanian (00:00):

In the rapidly evolving world of retail media, few platforms are uniquely positioned as DG Media Network. With more than 20,000 stores, Dollar General serves as a lifeline for over 90 million shoppers across the U.S. at a time when all shoppers are looking to save money. DG Media Network, media built better.

(00:21):

Hi everyone, today is Wednesday, November 26th. Welcome to eMarketer's weekly retail show, Reimagining Retail, an eMarketer podcast made possible by DG Media Network. This is the show where we talk about how retail collides with every part of our lives. I'm your host, Susie Davidkhanian, and on today's episode we've got our unofficial retailer rankings list for November 2025. This is where we rank the most interesting retail moves of the month, but this time it's with a twist. Since it's Thanksgiving Eve, we're looking at those strategies, launches and collabs that we're genuinely grateful for, the moves that made us smile, surprised us or gave us hope for where retail is headed. Joining me in the studio we have analyst Emmy Liederman. Hey Emmy.

Emmy Liederman (01:08):

Hi, thanks for having me.

Suzy Davidkhanian (01:09):

Thanks for joining us, and we also have analyst Rachel Wolff. Hey Rachel.

Rachel Wolff (01:12):

Hi Susie, I'm thankful to be joining you for this episode.

Suzy Davidkhanian (01:15):

I love that, and we're already starting. Thank you. And we have senior analyst, Zak Stambor, joining us from Chicago. Hey Zak.

Zak Stambor (01:22):

Hey guys, how are you?

Suzy Davidkhanian (01:23):

Great. Okay, so before we get started with our most interesting unofficial list, let me quickly walk our new listeners through the rules. The committee, Ariel, Becky, Emmy and I put together our unofficial list of interesting retailer moves this month. So, in the first half of the episode, committee representatives for this episode, so Emmy and I, will count down our list and we'll discuss the standout moves that we are thankful for. Then in the second half of the episode, Rachel and Zak will get to either introduce a new player, so knocking one of our picks off, or move a retailer up or down, or pretty much agree with us. Okay, so let's get started. I have number eight, which I was so excited when I saw this on ABC News and had to do more research. Pillsbury, yes, Pillsbury Doughboy, is doing a collab with Club Wyndham in Midtown where it's called the Let It Dough studio.

(02:20):

It's a whole room and it's a hotel experience, fully immersive. It's supposed to look like the Doughboy's baking cottage. You can book the room between November 17th and January 6th, and it's really a holiday destination with a giveaway component, so a great way to get more data. I am thankful that this is just a different unexpected activation, that people are partnering together that you would've never thought. Although it's not that far of a stretch, because if you think about some hotels, they have great cookies downstairs in the lobby. And I'm thankful that my Instagram will hopefully be filled with Doughboy content. Apparently, you guys, I don't know if you did a little bit of research on digging in, but there's even a giggling hotline and I think it's really cute. We're seeing a lot of Pillsbury commercials right now, and I think it's warm and fuzzy.

Emmy Liederman (03:08):

Yeah. Well, I feel like Pillsbury just has always had this sweet welcoming brand. I mean, because of the product you have to maintain that, and has never done anything necessarily edgy but is always warm and welcoming, and it's nice that this is just another iteration of that.

Suzy Davidkhanian (03:26):

Yeah, perfect timing for the holiday. So, in number seven we have edgy, but maybe in a different way.

Emmy Liederman (03:32):

Yes, actually I feel like Nutter Butter is on the complete opposite side of the spectrum if we're talking about snack brands or any type of dessert. So, Nutter Butter has been bizarre on TikTok for quite some time, and you would think that based on how old their account is it would lose some steam and the joke would wear off, but they've just committed to this weird acid trip-esque type of style, that if you were to look through their page you would be like, "In what way could this possibly ever help their business?" Which I think is the best type of marketing where you're like, "This really doesn't seem like it's overly promotional, it's just strictly for entertainment and to be memorable." And I think it's cool, because Nutter Butter is owned by Mandalay, and it's not just some mom and pop snack business. It's definitely, it's part of a major corporation, and the fact that they can get away with being as edgy as they are I think is a testament to trust that they have internally with their social team.

Suzy Davidkhanian (04:37):

I kind of love it, though I didn't know it because I'm not Z, but I love that I can appreciate the Gen Z humor and that they're playing along with the meme culture in such an authentic way.

Rachel Wolff (04:47):

Yeah, I think unhinged is definitely the way to describe a lot of what they're doing on TikTok.

Emmy Liederman (04:53):

And they also I think, have some level of self-awareness. They know that they're not going to be the number one snack brand, they know that they're random, they know that they're never going to be the Oreos of the world so they're like, "Let's lean into the fact that we're on the outskirts," which I appreciate.

Suzy Davidkhanian (05:11):

I love it. The other thing I really appreciate coming into Thanksgiving is Jell-O's new cheeky limited edition holiday molds. So what it is, is a No Thanks Thanksgiving mold. It comes in three types, Brussels sprouts, cranberry sauce or pecan pie. It comes as a whole kit. It's only available on Walmart.com while quantities last, and it's the 125th anniversary of Jell-O. It's such an iconic play on tradition, I just love it, and I'm so thankful that old school brands that are cultural can actually be cheeky and fun. I think that's the theme of our episode so far, how can a brand that is old or more corporate feel fun? And I love that in one SKU they're able to acknowledge just how hard the holidays can be, and that there are a lot of things that people may not be as thankful for during the holidays and we need to keep that in mind.

Emmy Liederman (06:12):

I am kind of offended that they included pecan pie, because I don't think pecan pie is in the same category as Brussels sprouts. Do you?

Zak Stambor (06:20):

100%, I was puzzled by that. Of all things-

Emmy Liederman (06:24):

Yeah. Who doesn't like pecan pie? It's very sweet, and I didn't think it was divisive but I could be ignorant.

Zak Stambor (06:31):

But this is like, it's pretty simple an effort, but it gets your attention. It's like a great campaign because it takes the old school Jell-O mold and just gives it this modern spin. And so, I think it's really fun.

Suzy Davidkhanian (06:47):

Me too. And it's limited time, so sense of urgency, it's going viral. What's number five, Emmy?

Emmy Liederman (06:55):

So, number five is a collab between Dove and Reebok for a pair of limited edition sneakers that is inspired by a type of Japanese art called kintsugi, which is basically all about just repairing broken pottery with gold where cracks are highlighted. And I think it's an interesting collab because Dove is so consistent with their brand messaging and their brand purpose, and they're always talking about embracing imperfection and different types of beauty. And I think Reebok is also not one of those, I think Susie mentioned it before, one of those main sneaker brands that you're always talking about how they're doing hype beast type of things and crazy collabs. This one is understated, it's just a sneaker that has some gold on the ridges, and it comes with a bunch of locations. Reebok locations in India also are offering a kintsugi workshop where people can come in and try out this Japanese style of art. So, I think it's a really thoughtful collaboration, and I think that it goes against that wasteful culture around sneakers, and is a lot more intentional.

Rachel Wolff (08:12):

Yeah, I think if you're not familiar with the concept then it might take a little bit more to grab the consumer's attention. I think also the fact that only is an India, it seems like, and that there wasn't much publicity about the drop, I think maybe could hurt its value appeal.

Suzy Davidkhanian (08:33):

You guys, I thought it was global.

Emmy Liederman (08:36):

I also thought that, and then I only could find India.

Rachel Wolff (08:38):

India.

Suzy Davidkhanian (08:39):

Oh, really?

Emmy Liederman (08:40):

Yeah.

Rachel Wolff (08:40):

Yeah, I couldn't find anything on Reebok's website about it either, which-

Suzy Davidkhanian (08:44):

Oh, but this idea of, like Emmy said, I was so thankful that it's repair and resilience, and it's not just about things but it's about your mind and your body, which is the whole dub thing was so cool.

Rachel Wolff (08:45):

Yeah.

Zak Stambor (08:57):

Yeah, I totally get that, and I think that's true. It just requires a full explanation.

Rachel Wolff (09:04):

Yeah.

Emmy Liederman (09:05):

Yes.

Rachel Wolff (09:05):

I think it would require a full marketing campaign for people to really understand the point that they're trying to get across-

Suzy Davidkhanian (09:12):

I guess we know what's coming off the list, Emmy.

Emmy Liederman (09:14):

Well, I also, I think the kintsugi workshop part is so important here, because I think it's an interesting way to get people excited about coming into your store that isn't just like, "Let's sell them more stuff." And you're teaching them a skill, which I think consumers are looking to have-

Suzy Davidkhanian (09:32):

It's fun, yeah.

Emmy Liederman (09:32):

... improvements and have fun through engaging with brands. But I hear the frustrations loud and clear-

Suzy Davidkhanian (09:33):

The resistance.

Emmy Liederman (09:41):

The resistance, yes.

Suzy Davidkhanian (09:43):

Well, so to recap, we have number eight, Pillsbury with Wyndham. Number seven, Nutter Butter, number six, Jell-O, number five, Dove with Reebok. And who's in number four, Emmy?

Emmy Liederman (09:55):

So number four, we have Kiehl's. So, Kiehl's actually had a campaign that they came out with last year that was called Kids Should Stay Kids, and it was a reaction to a lot of talk around Gen Alpha skincare and beauty, and all these Sephora kids, which are just six year olds, who knows if they even know their ABCs yet but they know what serum is. And so, Kiehl's has had their stake in the ground and said, "We are an adult brand so we are in a position to talk about how these kids are too young to be purchasing beauty products." So, this came out before 2025, but the reason I'm bringing it up now is because Rini, which is Shay Mitchell, who's an actress and an influencer, her new skincare brand for children, it's like sheet face masks for kids. And it's caused a lot of upset online from both marketers and parents just thinking that it's out of touch.

(10:54):

So, Kiehl's just resurfaced its campaign and just said, it was a creative that said, "The only face mask kids should put on," and it's an actual kid in an actual shark head mask. And it was cute. The caption is like, "Let them have messy hair and wild hearts, not complicated skincare routines." I just thought it was sweet. I think this campaign is showing that it can be relevant over a long period of time, and a lot of people, including myself, thought it was brand new and just a reaction to the Rini Shay Mitchell news. So, I think that goes to show that it's effective.

Suzy Davidkhanian (11:30):

Yeah, big brands can have a flex.

Zak Stambor (11:34):

I love this. I think it's so simple but yet so pointed and relevant, and it just is so on brand for Kiehl's as well. And so, I just think it's exactly what they should be doing in such a on point sort of way.

Rachel Wolff (11:53):

Yeah, and I have a feeling that this is something that more beauty brands are going to try and hop on and just take a stance, whether you're for sheet masks for six-year-olds or you feel like kids don't need anti-aging skin care.

Emmy Liederman (12:08):

Yeah, and I think a lot of brands are getting wrapped up in this maybe unfortunately because kids just decided they want to buy that brand. I think Drunk Elephant, kids decided that they were obsessed with Drunk Elephant, and I think Drunk Elephant was like, "We didn't really necessarily target you as a consumer." But I think Kiehl's is like, because it's so adult coded, they know that they're never going to touch the Gen Alphas so that they're a safe person to come out with this messaging, and I think it's effective.

Suzy Davidkhanian (12:38):

I love that. Speaking of effective just in a different way, number three we have Starbucks. Did everybody hear about the Bearista Cup? It went viral, I was very excited about this. I think that knowing that holiday merchandise can still go viral, at $30 by the way, and that people will immediately run to the store whether they love Starbucks or not, to purchase what looks like a teddy bear with a beanie lid and a matching straw. It launched November 6th, it sold out immediately and it created a resale market and a lot of frenzy. And I'm thankful honestly, that whether you love Starbucks or not, that they're making the news with something fun, and thoughtful, and cute, and what they probably didn't think was going to be tongue in cheek way of getting people back into their doors, but it worked.

Rachel Wolff (13:32):

I mean, yes, it was definitely a success, but I think also there was a lot of social media content about people getting into fights around the Bearista. So, I'm not sure if that's exactly the environment that Starbucks was going for.

Suzy Davidkhanian (13:44):

I agree, but it was a cultural moment. I feel like there's a whole knockoff movement now. It's like sometimes good press comes with bad press, so totally agree that there were a few tension-filled moments on Instagram, and some of the employees probably didn't love it, but I do think it's cool.

Emmy Liederman (14:03):

Yeah. I mean, it shows that they're taking themselves a little bit less seriously, which I think is important. I mean, Dunkin has been so successful taking, I would say the opposite approach of being very approachable and doing all of these celebrity partnerships, and just having more of a cheeky brand. So, I think Starbucks is realizing that the whole elitist vibe isn't really working for them anymore. So, coming out with a teddy bear cup maybe could help that and soften their brand a little bit.

Suzy Davidkhanian (14:34):

Yes. Thinking about taking yourself not too seriously, the next one we have is Whole Foods with Two Good to Go, and the reason why we love this one is because they're doing those sustainable surprise bags and they're rolling it out. So if you don't know, Whole Foods and Too Good To Go just recently expanded their partnerships to be nationwide. And Too Good to Go is this app-based service that helps when food is surplus, it's going to waste so you can have it at a much lower price point. It's with grocery stores, it's with quick service restaurants. I think bakeries, there's a whole gamut. I downloaded it. If you haven't downloaded it, do so. It's good for your pocketbook, it's good for the environment, and we just are so thankful that Whole Foods is thinking about a way to reduce waste, and it's really sitting well right now as people that are a little bit more stretched.

Emmy Liederman (15:26):

I love this campaign, I think that Too Good to Go is a platform that I've been using for a while and it makes people like myself feel like they're being less wasteful and also saving money, and these are two things that I think are top of mind for consumers right now. Great way for Whole Foods to shed their whole paycheck reputation, and yeah, I think consumers are going to be happy about this one.

Rachel Wolff (15:54):

Yeah, that's a great way to get people to go to a Whole Foods store, and take a look around and see what else Whole Foods has to offer.

Zak Stambor (16:01):

I was going to make the exact same point, but I think also the thing that is so effective about Too Good to Go is it really is all about the surprise and delight. And once you get something from one of these bags, you very well might then purchase that again from Whole Foods. There was another thing that Whole Foods did that I thought was worthy of being on the list. Can I mention that?

Suzy Davidkhanian (16:25):

Yeah, of course.

Zak Stambor (16:26):

So they opened this Whole Foods concept store where it attaches onto the Whole Foods store, a micro-fulfillment center. So, when you go to Whole Foods you cannot buy Tide detergent or whatnot, but what you can do with this store is you can go into the store, scan a QR code, and then on your way out of the store pick it up. And this is the big attempt by Amazon and Whole Foods to broaden out its food selection in the offline universe in a way that is different and distinct from Amazon Fresh. And I think it's super interesting, I think it's super clunky as well, but I think it's very notable that Amazon recognizes that it has an issue with the current way that it is approaching grocery offline and seeking to remedy that.

Suzy Davidkhanian (17:26):

And you're thankful that you'll be able to buy Tide with your very expensive vegetables.

Zak Stambor (17:31):

100%.

Suzy Davidkhanian (17:32):

I love it. Okay, so before we reveal number one, let's look back at our list. In number eight we have Pillsbury and Wyndham, number seven, Nutter Butter, number six, Jell-O, number five, Dove with Reebok, number four, Kiehl's, number three, Starbucks, number two, Whole Foods with Too Good to Go. And in number one, Emmy, who do we have?

Emmy Liederman (17:52):

Number one is Gap. I think they've just had a really standout marketing and retail year. I'm sure everyone has seen the Katseye girl group Milkshake cover by now, and the denim line that's come along with it. They also just released a line of Wicked apparel, which Suzy and I said we're grateful for because it's not ugly. It's actually pretty understated. Last year we had a lot of collabs that had questionable aesthetics. And they just did a holiday campaign where they had a rising star named Sierra Spiro cover The Climb by Miley Cyrus, which I think is great for a few reasons. Number one, that is a nostalgic song, for sure. My generation loved Hannah Montana the movie, and just has a lot of, I think positive associations with that music.

(18:45):

And also, they're deciding to spotlight rising talent. Katseye, even though they were a lot more well-known than Sierra, they aren't like the Sabrina Carpenters, I can't believe I just brought her up twice in this podcast, but they aren't the top talent of the year. And I think that gives Gap a certain level of they're just on the right side of history, I would say, of not saying, "Okay, we're just going to tap this person because they're everywhere. We're going to try to spotlight emerging talent." And that makes it feel more authentic and more memorable.

Rachel Wolff (19:20):

And I think it makes them cool. It's more cool to have the up-and-coming talent in your ad than say, Sabrina Carpenter or Sydney Sweeney. And I think I would say that that approach carries over to the brand collaborations that they've done as well. These partnerships with DOEN, and Sandy Leong who are maybe not huge names in fashion, but they are known to the fashion in-crowd and the tastemakers, and I think that has really helped Gap get back in the limelight.

Emmy Liederman (19:50):

And one more thing I'll say, just in this era of AI slop, Gap has said, "We just want to celebrate truly talented human beings, people that can dance really well, music that we love, people that can sing really well." And I think just that entertainment-driven content that we know is coming from actual people who have been vetted to be talented is something that consumers are craving, and I think that's another reason why it just is coming at the right time.

Suzy Davidkhanian (20:18):

I love it. On the eve of Thanksgiving, we are definitely thankful for people, which is why our honorable mentions are also Claire's for getting a second chance with the same people who are helping Lids turn around, and we're thankful that kids will have a place to go to the mall and get their ears pierced to the old-fashioned way. And we're also thankful, because for months and months we've been reading about the Netflix House and it's finally opening at King of Prussia, and we are really eagerly waiting to see what does that blurred entertainment connected TV commerce experience actually look like? Okay, so now it's your turn. Rachel, what's your move. From our-

Rachel Wolff (20:59):

Ooh, I go first.

Suzy Davidkhanian (20:59):

... amazing list-

Rachel Wolff (21:01):

Okay. So, do I go for the low hanging fruit with Dove, or do I do something different?

Suzy Davidkhanian (21:05):

I think you could do something ... Whatever makes you thankfully happy.

Rachel Wolff (21:09):

Okay, I'm going to move Kiehl's up, I would say definitely above Starbucks. I don't know, can we do ties here?

Suzy Davidkhanian (21:19):

Unfortunately, no.

Rachel Wolff (21:22):

I would maybe even put it number two, let's say. So, pipping Whole Foods, because I think that this is a really important question for the beauty industry as a whole, which is what do you do with the fact that you have this whole generation of consumers, very young consumers, who are very interested in shopping beauty but who are not meant to be buying those products? And I think that by drawing this line in the sand, Kiehl's is saying, "We are taking a stance." And I think as I said earlier, that more beauty brands are going to start doing the same.

Suzy Davidkhanian (21:54):

Emmy, what do you think?

Emmy Liederman (21:55):

I love it. As we said, I think it's the right message at the right time for Kiehl's, and it is just a testament to how valuable the message is that they can just resurface content that already existed, and people are obsessed with it and think it's brand new.

Rachel Wolff (22:11):

I think this is the first time I haven't gotten any pushback about making a move.

Suzy Davidkhanian (22:13):

To be honest, me too. I'm giving it to you, because I also found that it's one Instagram post that is making a movement that was probably marginally unintentional, and it's such a good quiet flex. And so, marketers just need to remember that everything you do is always being watched.

Rachel Wolff (22:33):

Yeah. And it's also not overly snarky. I feel like when a lot of brands clap back at other brands, I just think about the classic McDonald's versus Wendy's versus Burger King thing, it just gets old and it's a little bit like okay, enough already. So this was effective, not overly snarky, that's why.

Suzy Davidkhanian (22:52):

Love it.

Emmy Liederman (22:52):

I agree.

Suzy Davidkhanian (22:53):

We're moving it. Zak, what about you? What's your move?

Zak Stambor (22:58):

Since it's available, I'll move Dove off the list and I will just move Netflix on. I'll just put it right at the back of the list. But I am so thankful that Netflix House is finally open and we can stop-

Suzy Davidkhanian (23:13):

I know.

Zak Stambor (23:13):

... hearing about it will open, here's where it will open. I think it seems really fun and engaging with the miniature golf, all the selfie areas to dive into Bridgerton or Stranger Things, or all of the different titles that they have. I think it's a super compelling way to just continue building the Netflix brand, and I'm excited to see it roll out more places.

Emmy Liederman (23:43):

Do you think you'll be paying it a visit anytime soon?

Zak Stambor (23:47):

Yeah. If it opens by me, for sure.

Emmy Liederman (23:50):

We should do a field trip.

Suzy Davidkhanian (23:51):

Love that. Love a good store visit. Emmy, what do you think?

Emmy Liederman (23:56):

Yeah. I mean, I'm not the most excited about Netflix House, but that's just because I don't think I'm the target audience. I think it's a great idea. And I think everything that we said about Dove and Reebok, I love the campaign and I want it to stay there, and I wish it was staying there because I think there's a lot of good potential, but maybe the execution wasn't quite there.

Suzy Davidkhanian (24:18):

I'm with you on the execution. I really thought it was global, so my bad. It's too bad, maybe they're piloting it to see if it works, or maybe there is this global localization and there still, we're going to wait to see how that manifests itself in North America. I love the messaging and I'm so sad the execution wasn't fabulous. So, I guess reluctantly me too, I agree that we move it off of our list.

Emmy Liederman (24:42):

Yeah.

Suzy Davidkhanian (24:43):

So now-

Zak Stambor (24:43):

Wow, two for two.

Suzy Davidkhanian (24:44):

I know, right? Well, you guys-

Rachel Wolff (24:46):

I feel like we need to fight more. Is there anything controversial we should bring up now? I don't know.

Suzy Davidkhanian (24:50):

Well, let's see what your additions are. Right now we're at number eight, Netflix House, number seven, Pillsbury with Wyndham, number six, Nutter Butter, number five, the Jell-O molds, number four, Starbucks, number three, Whole Foods with Too Good to Go, number two, Kiehl's and number one, Gap. So now, do you guys have any additions? Zak, what would you add to our list?

Zak Stambor (25:12):

So I have a couple options, but I am very thankful for the Airbnb and Instacart collaboration, which I think is really super interesting. So, what they're doing is they're testing out this kitchen stocking service in three markets, that lets Airbnb guests order groceries through Instacart well in advance of when they arrive. And then, when they get there the kitchen is stocked. And I just think this is such a smart win-win for these two brands. I mean, Airbnb gets to grow its services revenue, remove friction, where Instacart, they get access to new customers and just build these relationships. And I just think it's brilliant, because one of the most annoying things when you get to your Airbnb is that you have to go to the grocery store and figure out where it is, then get back and all of that hassle, and this just removes all of that. So I just love it, I think this is such an interesting collaboration.

Emmy Liederman (26:23):

And it would just be ready for you when you arrive? They coordinate with the Airbnb owner, or is it-

Rachel Wolff (26:31):

I think the host gets paid for basically unpacking the groceries for you.

Emmy Liederman (26:31):

Right, right.

Rachel Wolff (26:37):

So they're incentivizing hosts to participate.

Emmy Liederman (26:38):

Yeah, that's definitely solving a real issue, and I think it's really smart on Instacart's-

Zak Stambor (26:46):

I will put it number six, and then knock off Netflix House, which I just put on there.

Suzy Davidkhanian (26:56):

So, between Nutter Butter and Jell-O.

Zak Stambor (26:59):

Yeah.

Suzy Davidkhanian (27:00):

I just think that from a retail lens, the Netflix thing is truly going to either revolutionize our world and everything we talk about all the time, we're going to see it in real life, or it's going to prove that no, actually people are still entertained separately from where they're-

Rachel Wolff (27:17):

It's just good to debate something on this podcast.

Suzy Davidkhanian (27:21):

We'll put you though in honorable mention, because it probably did knock out poor Reebok. I was so excited about that one.

Rachel Wolff (27:26):

Reebok is definitely gone now, there's no saving Reebok.

Zak Stambor (27:26):

I will take it.

Rachel Wolff (27:26):

Unfortunately.

Suzy Davidkhanian (27:31):

What about you?

Rachel Wolff (27:32):

One retail announcement that I was thankful for was ThredUp. This month they announced that they're launching peer-to-peer selling on their marketplace. And so, the reason I'm thankful for it is because I think we're seeing this huge surge in resale, partly because of tariffs, people are looking for cheaper ways to shop, but I think there's also a sea change happening among younger consumers where they are actively seeking out places like ThredUp or Vinted or Depop because it's more fun. And so, I think adding this peer-to-peer element to its marketplace will help ThredUp stand out and what's becoming a fairly crowded market. And what is interesting is that they're also taking a different approach to it. So they're vetting sellers, they're imposing limits on how many items sellers can post or sell to really control the experience and solve some of the pain points involved in resale. So, I think it's interesting. Is it as revolutionary maybe as Netflix House? I'm not sure, but I'll let the committee decide.

Suzy Davidkhanian (28:43):

I always think it's nice when you're trying to solve for a friction point. I don't know if we need more resellers, I don't know. I guess it's like we keep saying, it's in the execution.

Emmy Liederman (28:54):

Yeah, I think time will tell whether that gains traction same way that Netflix has. Well, I think Netflix House is very notable, but I am just curious how popular it will be and how much people will care beyond the marketing universe.

Rachel Wolff (29:11):

I think all the KPop Demon Hunter fans are going to be swarming the first time.

Emmy Liederman (29:15):

And the Stranger Things people probably. Yeah, I think I just-

Suzy Davidkhanian (29:18):

I think we can't judge it on the one location right now because it's, I don't want to say it's in the middle of nowhere, but it's not ... It's a destination, and they've clearly done a lot of research as to why they picked that space. So, once they understand what foot traffic looks like, how many people are willing to travel for it, I imagine that there is a price of entry. It becomes like the Harry Potter house where there are huge lines, not anymore, but for a very long time. So, I think it'll also depend on how often they change the activations. It'll be on so many different levels, which is why we're thankful that someone's experimenting, someone with deep pockets is experimenting.

Zak Stambor (29:55):

Oh, I kind of think the Netflix House thing will function in a slightly different way. I think it is just a thing to do, and the actual titles are just a bonus. I think of it as kind of like, do you know what Puttshack is?

Emmy Liederman (30:14):

Nope.

Zak Stambor (30:14):

It's like a indoor miniature golf place that it's really fun and exciting, and you can have dinner there but you can also just play. I think it's like the same sort of thing, it's just a thing to do with your kids when it's lousy outside. And if it happens to have KPop Demon Hunter stuff, all the better.

Suzy Davidkhanian (30:36):

I guess time will tell.

Zak Stambor (30:38):

Yeah, time will tell.

Suzy Davidkhanian (30:39):

And that's all the time we have for today. Thank you, Emmy.

Emmy Liederman (30:43):

Thank you, this was fun.

Suzy Davidkhanian (30:44):

This was so fun. Thanks, Rachel.

Rachel Wolff (30:46):

Thanks for having me.

Suzy Davidkhanian (30:47):

Thank you for joining us. And thank you, Zak.

Zak Stambor (30:50):

Yeah, thanks. I'm so thankful to join you.

Suzy Davidkhanian (30:53):

Thanks, I love it. And thank you to our listeners and to our team that edits the podcast. Please leave a rating or review and remember to subscribe. I'll see you next Wednesday, and wishing you all a happy Thanksgiving. Here's hoping that the weekend brings you at least one fun find you didn't even know you were looking for. And a special thanks to DG Media Network for making this podcast possible. And on Monday you can join Marcus for another episode of Behind the Numbers.

Speaker 5 (31:29):

Emmy, what did you have for breakfast?

Emmy Liederman (31:32):

I had an apple cinnamon muffin that was left in the kitchen.

Speaker 5 (31:36):

Who made that, Karen?

Emmy Liederman (31:37):

Well, I don't think it was just left there.

Rachel Wolff (31:38):

Sounds like somebody wanted to eat it.

Emmy Liederman (31:39):

Like someone made it ...

Zak Stambor (31:39):

There's a bite in it.

Emmy Liederman (31:44):

No, I think it was for us, but I totally understand the confusion.