With the long-awaited second season here, Squid Game has reached the top spot on the Netflix charts in 93 out of the 93 countries where streaming service is available. The hype is unstoppable, and brands are making sure they don’t miss out.

The brand collaborations are seemingly endless: McDonald’s, Domino’s, Duolingo, WhatsApp, Matell, Liverpool Football Club (yes, that one), just to name a few. Eager fans are looking for any way to join in on the craze.

  • In December, in Los Angeles, participants ran a 4.56k race (a clever nod to the number of players in Squid Game) to compete for a seat at the U.S. premiere of season two.
  • In front of Les Champs-Élysées in Paris, France, the biggest Red Light, Green Light game took place.


Netflix’s goal is to build partnerships that subscribers enjoy in a surprising and delightful way.

“We offer the ability to become a part of the story alongside our incredibly engaged fandoms, and now, with the addition of our ad-supported plan, expansion with experiences and live events and fast-growing consumer product offerings, brands can engage with Netflix in so many ways, all in one place,” says Mango Herran, vice president of brand and partner marketing at Netflix.

Brands are linking up to be part of the Squid Game universe, and Netflix is happy to make space for them. These efforts have strengthened the show’s cultural relevance while deepening fan connection to the brand. Here are some of the standout merch collaborations (so far):

PUMA

Sportswear brand PUMA gave the show’s iconic track suit a modern twist, offering customers a more polished version of the outfit worn by contestants in the series.

PUMA also dropped a trio of limited-edition sneakers in a color palette familiar to fans. Buyers found hidden details in the design of the Easy Rider shoe. When scratched off, green panels on the shoe reveal red underneath, and a hologram on the shoe’s heel shifts from red to green.

Johnnie Walker

The popular scotch whiskey brand launched a limited-edition Black Label bottle with numbers ranging from 001 to 456, the number of players featured in the game. The label took it one step further using both digital and conventional printing technologies to make the collaborative logo even more unique.

“Another aspect of the printing process was developing the texture of our iconic 20-degree slanted label that emulates the look and feel of the Squid Game player tracksuits from the show,” said Josh Dean, vice president of Johnnie Walker.

The alcoholic beverage brand also offers a cocktail kit with all the necessary ingredients to make the drink inspired by the game, the 456 Cocktail, for fans to enjoy at their Squid Game watch party.

Crocs

Crocs unveiled a new Squid-inspired clog, decked out in six exclusive Jibbitz Charms. The customizable shoe charms feature elements from the show like the masked soldiers and the all-important marble. The shoe even has a zipper graphic, mirroring the players’ uniforms from the show.

Jack Link’s

If you thought Squid Game was only about apparel and drinks, think again. Jack Link’s Red brings together rich, sweet and spicy Korean flavors with Jack Link’s signature beef jerky for a unique taste. As a fun twist, the jerky has a cheeky Scoville Heat Rating of 456, matching the number of players in the show.

Holly LaVallie, senior vice president of marketing at Jack Link’s, says, “The Red Light Green Light jerky is more than just a snack. It’s an experience that brings together the thrill of the show and the bold, savory taste that our fans love.”

Olive Young Skincare & Cosmetics

@sseoul.sam I literally wanted to buy everything 🥹😍 #squidgame2 #squidgame #오징어게임 #kbeauty #kbeautyhaul #kbeautyrecommendations #oliveyoung #oliveyounghaul #oliveyoungskincare ♬ original sound  – sseoul.sam

South Korea’s leading beauty retailer, Olive Young, is brining Squid Game directly to your face.

The 12-item Squid Game-themed skincare and makeup collection from its WAKEME label includes lip balm, toner and eyeliner in themed colors. “This collaboration was planned to showcase the global competitiveness of K-beauty by partnering charming K-beauty brands with a representative of K-content,” an Olive Young representative said.

The collection is available in nine countries worldwide, including the United States.

Squid Game– The Experience

Beyond consumer goods, the Squid Game franchise offers interactive experiences begging the question presented to players of the show, “Do you want to play a game?” Starting at $30, New Yorkers can compete in live (but completely safe) versions of the challenges made famous on the show.

With the third and final season confirmed for 2025, this is just the beginning. Fans are already jonesing for more of the series─ and the merch that comes along with it.