Netflix sells Squid Game merch to keep viewers engaged, and make a killing

Similar to Disney, the streaming giant is merchandising its popular shows, and will open Netflix House retail centres in the US next year

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Netflix, like Disney and other production companies, is making money from merchandise, including these Squid Game Crocs. Photo: Netflix

Published: 6:15pm, 6 Dec 2024Updated: 2:14pm, 28 Dec 2024

In the Korean-language Netflix megahit Squid Game, debt-ridden people take part in a deadly competition – lying, cheating and killing one another for a life-changing pot of money.

How is the streaming giant promoting the second season of such an anti-capitalist show? By selling merchandise, of course.

Retailers and brands including Puma, Johnnie Walker and shoemaker Crocs are hoping that interest in the show will drive sales of products based on the ultraviolent dystopian series.

On December 4, Puma announced a line of green tracksuits similar to the ones the characters wear on-screen, along with trainers and other apparel inspired by the series. The German clothing retailer created the actual costumes for the show.

Puma announced a line of green tracksuits similar those worn by the contestants on in Squid Game, along with trainers and other apparel inspired by the series. The German clothing retailer created the actual costumes for the show. Photo: Netflix

“We saw an opportunity for us to be more than just a partner of creating consumer products, being able to also be in the show and be part of this cultural moment,” said Puma spokesman Alberto Turincio. “Everyone knows what Squid Game is. The fandom was just insane.”

Puma is just one of several global retailers and brands that are partnering with Netflix on merchandise inspired by its shows and movies.