Why it matters: As “Squid Game” Season 2 approaches its December 26 premiere, Netflix is transforming the hit series into a lifestyle brand through strategic partnerships with major retailers. This expansion marks Netflix’s growing ambition to create revenue streams beyond streaming subscriptions. Speaking of streaming, check out the best smart TVs for an amazing Netflix experience.
The Big Picture: GMANetwork reports that the merchandise rollout centers on a PUMA collaboration launching December 12, featuring sneakers that reference iconic show elements:
- Easy Rider model showcasing contestant and guard uniforms ($100)
- Palermo design with subtle series references
- Suede version inspired by the colorful staircase scene
Brand Extensions: Netflix’s partnership strategy extends beyond footwear:
- Johnnie Walker creates special-edition whiskey with Korean tea influences
- Xbox releases limited-edition controllers through Best Buy
- Call of Duty plans January crossover with themed cosmetics
Fan Engagement: Netflix aims to create immersive experiences:
- 4.56K run planned in Los Angeles
- Manhattan Mall event offering exclusive merchandise
- Interactive gaming elements through Xbox partnership
Looking Forward: These collaborations represent Netflix’s broader strategy to monetize its intellectual property beyond streaming, following successful merchandise programs like “Bridgerton” which captured 4% of Bath & Body Works’ sales.
