‘Squid Game’ Sold Its S(e)oul: The Once-Hip Series Is Now a Meal Ticket

Remember when “Squid Game” felt cool and under the radar, even when it was definitely no longer under the radar? Well, that’s all over as Netflix is cashing on seemingly every opportunity ahead of its Season 2 launch.

On Monday, December 16, Netflix revealed 20 new brand partnerships for “Squid Game 2.” These are not to be confused with the 26 “Squid Game” consumer-product partnerships Netflix announced just 12 days earlier. Neither of those numbers count the upcoming video game, which will be free for everyone (including non-Netflix members) to play, a new fan page, a VR thing, the spin-off reality show, Squid Game: The Experience in New York City, various pop-ups, whatever Netflix plans for the brand at its coming Netflix Houses, and all of this shit the streamer was already selling.

This story can’t possibly cover all of these partnerships individually — or maybe I just don’t want to. So here’s a sample: Burger Kings in France will have “Squid Game” menus “that pay tribute to Korean food and flavors,” like a bulgogi steakhouse sandwich and Korean fried chicken. That might be delicious if it wasn’t ::checks notes:: Burger King (real talk though: I love BK burgers). McDonald’s in Australia is doing a Dalgona Candy Challenge with its Adult Meal. (Who knew those existed?!? Bring ’em here like “Bluey.”)

Carl’s Jr. will counter its competitors with a Young-Hee Burger and Chicken sandwich (presumably, these are two different sandwiches) and a four-burger package for 456 Mexican pesos. Before you consider that a steal, converted to USD, that’s like $23. KFC and Domino’s are also getting in on the action — we’re still only in the fast-food sector.

Some partnerships make sense. A “Squid Game” mode coming to “Call of Duty,” sure (and you can play with your new “Squid Game”-inspired Pink Guard Instinct Pro Controller by SCUF Gaming, just $240 at Best Buy!). The Puma track suits are a no-brainer; streetwear from About You will probably be cool. Netflix’s “Squid Game” partnership with language-learning app Duolingo is both clever and useful, and we’ll give a free pass to all of the South Korean companies (like Samsung and Kia) here. The “Squid Game” Crocs are a solid footwear choice to make the show’s dormitory feel even more like prison.

However, not all have obvious, er, synergy. What’s up with the Red Light, Green Light robot (that’s Young-Hee, of the burger/chicken sandwich) Barbie-style doll from Mattel? Even stranger, there’s a “Squid Game” Little People figure set — for the children in your life who embrace murder for sport, I guess.

There are partnerships with Johnny Walker, Doritos, Dos Equis, and Jack Link’s beef jerky. For some reason there is a cosmetics and skin care line (I guess you sweat a lot under those primary-shape masks), a multivitamin, and an energy drink.

And then there was this weird (very real) moment ahead of a (very real) soccer match…

Netflix VP of Brand and Partner Marketing Magno Herran said in a press release, “Our goal is to build partnerships that bring even more member joy in fun, surprising, and delightful ways. 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.”

“So many ways,” indeed.

Look, I don’t begrudge any company or person cashing in on their moment. “Squid Game” Season 1 deserved all of its critical accolades and clearly Netflix users (like me) loved it. Netflix basically has all of us in the U.S. signed up for its service already, revenue growth from the password-sharing crackdown has about matured, its games are still fledgling, and ads — though an excellent reason for this cross-promotional surge — have not yet paid out as expected. If Netflix loves anything more than “Squid Game” itself, it is new ways to make money.

The first season of “Squid Game” is Netflix’s most-watched piece of content (in any language) in its measured history. What we’ll retroactively refer to as “Squid Game 1” racked up 265.2 million views over its first 91 days of availability. Only the first season of “Wednesday” (252.2 million views) came within spitting distance. So “Squid Game 2” doesn’t necessarily need the awareness, but evidently Pizzatainment — a pizza dough company that partners with TV shows — does.

“Squid Game 2” (trailer here) premieres on Netflix on December 26. Until then, enjoy gear, food, and whatever the hell else is out there from the likes of ::takes deep breath:: CJ CheilJedang bibigo, Shinsegae, Liverpool, Pull & Bear, GS25, JINRO, Yummers, CerealItalia, Best Cereals, Sushi Itto, Bialetti, Displate, Kakao Friends, Lucie Kaas, Pop Mart, Google, Casetify, Bic, VandyThePink, Knorr, Naver, WhatsApp, KAWS, and almost certainly a few other brand partnerships I’ve missed here. Netflix, meanwhile, is missing out on exactly none brand partnerships.