Netflix moved quickly to roll out official merchandise for “Squid Game,” in an effort to capitalize on the unexpected success of the Korean survival thriller.
The streamer’s merch for “Squid Game” (at this link) includes t-shirts with the show’s logo and series key images ($ 34.95), a shirt that lets you choose a number from custom player ($ 39.95) and a customizable hoodie that lets you choose a square, triangular, or circular icon – which represents the three different guard ranks – as well as the show’s logo in English or Korean (49, $ 95).
“Accept the invitation at your own risk,” the Netflix.shop site says of the new clothes. “If you’re like us and love the ‘Squid Game’, you’ve come to the right place – and the stakes aren’t that high.”
Alas, there are no “Squid Game” player tracksuits or red guard suits in the Netflix online store. To find these (unofficial) clothes, you’ll need to go to Amazon or other third-party e-commerce sites, where the “Squid Game” costumes went on sale in time for Halloween.
The company launched Netflix.shop last June, with curated limited-edition collections aimed at generating buzz for its original productions among superfans. The site also sells products for “Sex Education”, “The Witcher”, “Lupine” and the animated series “Yasuke” and “Eden”. Ecommerce Storefront items are currently available for purchase only in the United States
“Squid Game,” which premiered on September 17, has consistently ranked # 1 on TV shows in countries around the world, according to Netflix. Last week, Netflix Co-CEO and Chief Content Officer Ted Sarandos said the show had a very good chance of becoming the streamer’s biggest show to date – and that it would rank “definitely” as the streamer’s most popular non-English original series to date. “We didn’t see that coming, in terms of global popularity,” Sarandos told Vox Media’s Code conference.
In South Korea, broadband provider SK Broadband sued Netflix to recoup higher network costs – which it said totaled $ 23 million in 2020 alone – following a huge increase in Netflix traffic , citing in part the popularity of “Squid Game”. Netflix has said it is reviewing the lawsuit.