Bridgerton” has become so much more than a TV show. Heading into Season 3 of Shonda Rhimes’ massively popular period romance series, Netflix has found that viewers aren’t just invested in the love story of new leading couple Colin Bridgerton (Luke Newton) and Penelope Featherington (Nicola Coughlan) — they want to invest in the brand itself. That means a fandom spending its dollars on a growing merch and events business that helps them celebrate each new season of the show, which is based on Julia Quinn’s romance novels.