When Squid Game first premiered on Netflix, it was more than a show—it became a global sensation that captured the imagination of audiences worldwide. With the release of Season 2, the series has expanded its influence beyond the screen, inspiring an incredible range of merchandise collaborations. From apparel to snacks, these products showcase the potential of blending storytelling with tangible goods.
For marketers, this merchandising boom offers valuable insights into how thoughtful brand partnerships and creative promotional gifts can capture attention and build stronger connections with audiences.
Squid Game 2: The Merchandising Highlights
- GS25’s Squid Game Collection (South Korea): South Korea’s largest convenience store chain, GS25, has embraced the Squid Game phenomenon with over 40 themed products now available in more than 18,000 locations. The collection includes:
- Frozen Foods and Snacks: Items like Young-Hee’s Favorite Squid and Piggy Bank Chocolate let fans enjoy a taste of Squid Game-inspired treats.
- Themed Merchandise: Stickers, stationery, hot packs, soju glasses, and even Squid Game transit cards bring the show’s themes into everyday life.
- Interactive Games: Products inspired by Squid Game’s Season 2 challenges add a playful element to the collection.
With prices ranging from $1 to $58, GS25 demonstrates how Point-of-Sale Merchandise (POSM) can be made accessible and desirable across a wide demographic.
Credit @mkcokr
- Puma’s Fashion Statement: Puma’s collaboration with Squid Game resulted in a line of tracksuits and sneakers that are both fashionable and functional. Drawing directly from the series’ aesthetic, these pieces allow fans to embody the Squid Game vibe in their everyday attire. This partnership highlights the importance of Design and Innovation in creating merchandise that resonates with fans.
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Credit@The Post
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- Olive Young’s Skincare and Cosmetics: The popular Korean beauty retailer Olive Young introduced a Squid Game-themed skincare line, merging fandom with practical, everyday products. This line exemplifies the growing trend of Eco-Friendly Gifts in the beauty industry.
Credit@Korea Product Post
- Squid Game Crocs Collaboration: One of the quirkiest and most talked-about collaborations is the Squid Game Crocs, featuring designs inspired by the show’s dystopian aesthetic. With bold visuals and unique customization options, these limited-edition footwear pieces blend comfort and fandom seamlessly, showing how Licensed Character Merchandisecan create a unique brand experience.
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- Shinsegae Department Store’s Immersive Pop-Up Experiences: Shinsegae Department Store, in exclusive partnership with Netflix, has transformed its flagship locations into Squid Game-themed experiential spaces. From December 20, 2024, to January 5, 2025, the Myeongdong Main Store, Gangnam Store, and Centum City Store feature:
Life-Sized Young-hee Doll: Greeting visitors at the entrance, providing a perfect photo opportunity.
Replica Sets: Including the series’ maze-like stairs and dormitory scenes with metal bunk beds, allowing fans to immerse themselves in the show’s environment.
Interactive Photo Booths: Where visitors can don green tracksuits and take photos reminiscent of participant registration scenes.
Exclusive Merchandise: Over 300 collaboration products developed with 18 brands, ranging from fashion items by Malbon Golf and LowlaLowla to quirky accessories by Odd Sox.
These pop-ups are a testament to the power of Regional Fulfillment and Global Procurement, ensuring that exclusive merchandise reaches fans worldwide.
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Credit@mkcokr
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Why It Works: A Blend of Culture and Connectionea
The success of “Squid Game” Season 2’s merchandise lies in its ability to strike an emotional chord with fans. Each product is thoughtfully designed to reflect the show’s themes while being functional or collectible. This careful balance elevates these items from mere products to meaningful mementos. Aligning with a cultural moment allows brands to tap into pre-existing excitement, creating a natural synergy between their message and what the audience already loves.
Tangible Takeaways for Marketers
The merchandising boom of “Squid Game” Season 2 underscores the power of creating physical connections with fans. For brands aiming to leverage cultural phenomena in their campaigns, merchandise becomes more than just a giveaway—it serves as a bridge to the audience’s passion.
How DTC World Can Help Marketers Leverage the Squid Game Craze
If your brand seeks to ride the wave of the “Squid Game” phenomenon, DTC World Corporation Pte Ltd is your ideal partner. We specialize in collaborating with licensors to create customized licensed merchandise that aligns seamlessly with your marketing objectives and resonates with your audience.
At DTC World, we understand the power of custom merchandise solutions to captivate audiences, boost consumer engagement, and elevate brand visibility. By partnering with us, you can develop unique promotional gifts and branded merchandise that not only embody the spirit of “Squid Game” but also leave a lasting impression on your customers.
From exclusive collectibles to practical items and themed giveaways, our team is dedicated to ensuring your brand stands out in today’s competitive marketplace. Let us help you transform the “Squid Game” craze into a winning marketing campaign.
Contact DTC World today to get started!
About DTC World
- In marketing, time waits for no one. Marketers face the constant challenge of delivering creative brand merchandise quickly without compromising on design or quality.
- At DTC World, we thrive under this pressure.
- With over two decades in the promotional premiums and gifts industry, we pride ourselves on delivering unique & fresh ideas that consumers love.
- Do you know 80% of our sales are from customised projects?
- Why? Consumers are attracted to and desire Unique & Fresh promotional premiums.
- Collaborate with DTC’s Proprietary Network of direct pre-approved factories.
- We turn Creativity and Speed to market as a competitive edge for you, with reliability and the assurance of achieving promotional success in every project.
