Retailers have the green light to stock shelves with Squid Game merchandise.
As the final season of Squid Game premieres June 27, Netflix is ramping up its global consumer products program tied to the franchise. The company unveiled a fresh lineup of licensing partners, collaborations, and retail launches inspired by the series’ signature visuals and suspense-filled challenges.
New products include new and returning items from global and regional partners in apparel, collectibles, home goods, costumes, and food and beverage. Puma, Hot Topic, Spirit Halloween, and Primark join returning licensees such as Lucie Kaas, HiteJinro, and Shinsegae for new offerings launching through July.
New and returning brands offer fans licensed food, beverage, and more. | Source: Netflix
Costumes, apparel, and more are inspired by the last season of the series. | Source: Netflix
Fans can enjoy an immersive experience at locations across the globe. | Source: Netflix
On the collectibles front, highlights include a Squid Game MEGA Staircase Building Set and Monster High Skullector from Mattel Creations, new figures from Funko Pop!, and new designer figures from KAWS and Lucie Kaas, and a returning plush collaboration with The Woobles. Spirit Halloween costumes and lifestyle accessories from Hot Topic and BoxLunch bring the game to life for fans everywhere.
The rollout also includes retail activations across Netflix Shop Aéropostale at Liverpool in Mexico and expanded availability in Korea, the U.K., and the EMEA regions. Global food and beverage tie-ins range from Seara Round Chicken (Brazil) to new limited-edition products from Johnnie Walker and KFC Spain.
The Tourism Board for Korea partners with Netflix to offer exclusive tours of the country. Fans are invited to immerse themselves in Korean culture, as inspired by the series. Fans can also immerse themselves in Squid Game: The Experience, open now in New York City, Seoul, Sydney, and London. The activation offers participants an opportunity to compete without fatal consequences. Netflix House Dallas opens a location later this year.
This latest wave further cements Squid Game as a licensing powerhouse as Netflix continues to build franchise momentum beyond the screen.
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