Netflix Expands Squid Game CP & Experiences

Ahead of the global launch of season three of Squid Game, Netflix has unveiled a host of partnerships for new consumer products, games and experiences based on the hit Korean series.

Squid Game iconography is being incorporated into apparel and accessories, including loungewear, tracksuits, t-shirts, throw blankets and more, arriving at the Netflix Shop, PUMA, Primark (U.K.), Pull&Bear, Aéropostale at Liverpool (Mexico), Shinsegae, Hot Topic and BoxLunch.

New collectibles will be available from KAWS, The Woobles, Lucie Kaas, Artemide and Mattel Creations, plus costumes from Spirit Halloween and inspired-by bottles from HiteJinro soju and Johnnie Walker.

Squid Game: Unleashed is introducing new games and characters timed to the finale, and the brand is coming to Unreal Editor for Fortnite and Fortnite Creative. Garena Free Fire players will be able to access Squid Game-inspired survival challenges through a series of games and wearables in Battle Royale and Clash Squad modes. Plus, there’s a Squid Game: The Final Games experience on Roblox.

Squid Game: The Experience, a live activation, is now open in New York City, Seoul, Sydney and London, with a new battleground opening later this year at Netflix House Dallas.

Netflix has also partnered with the Tourism Board for Korea to offer exclusive tours to Korea.