In Netflix’s Korean-language megahit “Squid Game,” debt-ridden folks participate in a lethal competitors: mendacity, dishonest and killing one another for a life-changing sum of cash.
How is the streamer selling the second season of such an anti-capitalist present? Selling items, in fact.
Retailers and types together with Puma, Johnnie Walker and shoe maker Crocs hope curiosity within the present will increase gross sales of merchandise primarily based on the ultraviolent dystopian collection.
On Wednesday, Puma introduced a line of inexperienced tracksuits just like those the characters put on on display, together with sneakers and different attire impressed by the collection. The German clothes retailer created the precise costumes for the present.
“We noticed a chance for us to be greater than only a accomplice in creating shopper merchandise, whereas additionally having the ability to be current on the present and be a part of this cultural second,” stated Puma spokesperson Alberto Turincio. “Everyone is aware of what ‘Squid Game’ is. The fandom was simply loopy.
Puma is only one of a number of international retailers and types collaborating with Netflix on merchandise impressed by its exhibits and movies.
For instance, liquor maker Johnnie Walker created a particular version “Squid Game” whiskey, which encompasses a inexperienced label and “Squid Game” impressed cocktails together with “The 456” which includes the flavour of bori-cha, tea typically served with Korean meals.
Previously, Netflix partnered with outdoors corporations to create “Bridgerton” bread mixes and “Stranger Things”-themed Scoops Ahoy ice cream. For Netflix, merchandise are a solution to have interaction followers with their favourite exhibits and generate pleasure.
Puma “Squid Game” tracksuit, sneakers and backpack. Puma “Squid Game” sneakers. Puma “Squid Game” backpack. (Netflix)
“The tales which might be on Netflix find yourself turning into cultural moments and so I feel individuals are excited to return together with us on this journey,” stated Josh Simon, vp of shopper merchandise at Netflix. “When they adore it, they wish to stay it.”
Retail and shopper merchandise are a rising enterprise for Netflix. The firm hopes that promoting T-shirts, alcohol and different objects impressed by its programming will improve consciousness of its applications whereas offering further income. Netflix has launched pop-up retailers and eating places to advertise its exhibits and movies. It has created stay occasions, together with musical performances, for comparable functions. Netflix stated it has launched 40 distinctive sights in 100 cities all over the world, reaching greater than 7.5 million shoppers.
Next 12 months, the corporate will open everlasting retail facilities, referred to as Netflix House, inside former malls in Texas and Pennsylvania that mix all of these parts: meals, merchandise and experiences primarily based on Netflix exhibits. The firm might finally have 50 or 60 Netflix House areas globally, co-CEO Ted Sarandos stated on the WSJ Tech Live convention in October.
The reputation of “Stranger Things” helped revive Netflix’s shopper merchandise enterprise as manufacturers started collaborating with the corporate. In 2019, Netflix began its shopper merchandise division and in 2021 it launched a retail website. Over time, Netflix has expanded its partnerships with extra manufacturers and hosted common stay occasions, together with “Bridgerton”-inspired dances. It’s a playbook that was launched by Walt Disney Co. and copied by quite a few others. Disney has a large shopper product licensing enterprise and used to hundreds of retail stores in malls across the country.
But unlike studios like Disney, Netflix doesn’t have a large catalog of legendary characters like Mickey Mouse, Woody from “Toy Story” and Elsa from “Frozen.” Additionally, Netflix’s most popular shows tend to be more adult-focused, and therefore less obviously useful to retailers targeting children than Disney’s cartoons and Universal’s ubiquitous Minions.
But the streamer says the popularity of its adult programming is an advantage, because its viewers have disposable income and are willing to spend.
Netflix has a global audience of hundreds of millions of people, and its most popular shows have single-handedly spurred shopping trends. Fans have purchased tracksuits to dress up as “Squid Game” characters for Halloween or chess sets because of the fandom around “The Queen’s Gambit.”
The characters wear green jumpsuits in the second season of “Squid Game.”
(No Ju-han/Netflix)
“We’ve earned some goodwill in placing bets on new movies and TV shows, just because the fandom can catch up pretty quickly,” Simon said.
Retailers have already seen success with Netflix-related products. Bath & Body Works has been selling “Bridgerton”-themed fragrance collections like “Diamond of the Season” starting in March, featuring lotions, soaps and candles. During the launch period, “Bridgerton”-themed products accounted for 4% of sales at Bath & Body Works stores in the U.S., the retailer said.
The brands fit very well together and “Bridgerton” products have attracted new shoppers, said Betsy Schumacher, the retailer’s chief merchandising officer.
“It had an immediate appeal to our customers and increased traffic and excitement in our stores,” he said.
“Bridgerton” was one of the shows advertised at a meeting with brands last month. There are “Bridgerton” inspired wedding dresses, $70 teapots from Williams Sonoma and Dog Jackets from $65.
“We’ve carried out rather a lot, however we do not cease right here,” Elena Vrska, who works in shopper product advertising and marketing at Netflix, stated throughout a presentation.
The second season of “Squid Game” represents an awesome alternative for Netflix and its model companions. The first season was probably the most watched Netflix collection ever, with over 330 million views to this point. This month, Netflix will launch advertising and marketing campaigns showcasing the enduring inexperienced jumpsuits from “Squid Game,” together with one 4.56K run (a reference to Player 456, the present’s essential character) throughout the “Squid Game” season 2 premiere in Los Angeles subsequent week.
“We anticipate to take over the world in inexperienced fits,” Joyce Salaver, who works in model technique in shopper merchandise for Netflix, stated in a presentation to manufacturers final month. “We will create an enormous cultural second that solely Netflix can do.”
Netflix’s agreements with manufacturers might fluctuate. In some instances, the streamer receives a licensing charge or a proportion of gross sales with minimal income ensures.
Bath & Body Works Danbury Shortbread “Bridgerton” Collection.
(Netflix)
Larry Vincent, a advertising and marketing professor on the USC Marshall School of Business, stated licensees usually tackle extra threat than licensees like Netflix.
“The actual profit is the publicity and advertising and marketing worth of extra shoppers and audiences realizing {that a} program is stay proper now,” Vincent stated. “You can consider these licensed merchandise extensions as simply one other advertising and marketing execution.”
In addition to working with manufacturers, Netflix has its personal in-house product improvement and inventive groups that assist with merchandise.
Matt Owens, co-showrunner and govt producer of Netflix’s “One Piece,” stated that when he was a baby, having motion figures from motion pictures and TV exhibits impressed him to reenact scenes and make up his personal tales, and that is how he received began . as a narrator. Now he’s working with Netflix on merchandising for his stay motion collection, primarily based on the favored coming-of-age manga. One of the concepts he was concerned in was “One Piece” trading cards based on the live action series which might be used within the card recreation “One Piece”. Owens stated he has spoken with manufacturers about potential merchandise for the present’s second season, however declined to call them.
The merchandise is “like a badge of honor” for followers, Owens stated.
“It’s the identical factor as carrying a sports activities group jersey,” Owens stated. “It simply provides to the sensation that there are different followers all over the place.”
