Are Sponsored Collectible Shelf Endcaps At Big Box Retailers Becoming A Thing?!?

This isn't meant to really be a criticism but more of just an observation in the world of action figures and collectibles. I have noticed at Walmart stores this trend more and more of having sponsored collectible endcaps at their physical stores. I first noticed this with NECA's recent Horror Shop thing they are doing with Walmart which appears to be sponsored by the Horror themed news website Bloody Disgusting.

>

And while that was a fairly recent thing, I am now (Thanks to Billy for the heads up) seeing another type of sponsored endcap from NETFLIX.

>

I have no clue what it costs to sponsor something like this and if it encourages retailers to carry and better stock collectibles and action figures at their stores, then I would say this is a good thing. I also have little doubt that if this move by Walmart to essentially turn their shelves into advertisements for sponsors proves profitable, we will start seeing other stores doing the same thing.