Netflix Asks Fans “Are You Ready To Play” Ahead of ‘Squid Game’ Season 2

(Netflix Photo)

Netflix Partners With Burger King, Domino’s, Google, Xbox and More for the Return of Squid Game 

New Squid Game-Inspired “KAWS YOUNG-HEE” Collectables, Puma Track Suit Collection, Crocs Footwear and VandyThePink Custom Apparel Now Available!

Squid Game: The Experience Is Now Open in New York City, Sydney, Australia and Coming to Seoul, South Korea in 2025!

“Are you ready to play?” To celebrate the highly anticipated return of Squid Game, Netflix has entered the game with brand partners including Domino’s, Doritos Dinamita, Duolingo, Johnnie Walker, WhatsApp, Xbox, and more on experiences, fan competitions and custom ad campaigns. 

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

New Partnerships (in alphabetical order): 

Bibigo (Global)

Netflix partners with bibigo, the leading global brand of CJ CheilJedang, Korea’s No. 1 food company, to offer fans worldwide an immersive cultural experience. By integrating ‘gameplay’ with their brand platform, we invite fans to ‘Play Hard & Live Delicious’ through custom creative content delivered across various channels, worldwide.

Burger King (France)

Starting December 17, consumers in France can order from Squid Game menus with recipes that pay tribute to Korean food and flavours: notably the bulgogi steakhouse sandwich and Korean fried chicken. The purchase of a meal also comes with a prize — fans will win one of the exclusive Squid Game x Burger King merchandise at random – a sweater, a beanie hat or a pair of socks. Burger King is the single title sponsor of Seasons 1 and 2 on Netflix’s ad-supported plan in France, and there will also be paid media and social promotion.

Call of Duty (Global)

Squid Game is coming to Call of Duty: Black Ops 6 with limited-time modes in Multiplayer, zombies, and Call of Duty: Warzone in-season. More information coming soon, as the in-game integration goes live in January 2025. Call of Duty will also run the campaign throughout Netflix’s Christmas Day games.

Carl’s Jr (Mexico)

Carl’s Jr. partners with Squid Game to eliminate your hunger with two new products: a Young-Hee Burger and Chicken sandwich and a four-burger package for 456 Mexican pesos. The program embraces a 360° Netflix campaign across marketing, consumer products and Netflix’s ad-supported plan.

Cruz Azul (Mexico)

For a special match on November 30th, the passionate first-division soccer team Cruz Azul players wore the iconic Squid Game numbers on their jerseys instead of their usual uniform numbers, displayed within the series’ classic green box. The players went out onto the field surrounded by the Pink Guards.

Domino’s (US)

An Emergency Pizza can save the day – even in the high-stakes realm of Squid Game. On Dec. 12 at Squid Game: The Experience, Domino’s gave away free Emergency Pizza for a year to players with the lowest scores – just when they needed it most. The partnership also features custom creative across channels and Domino’s is also the Title Sponsor for Squid Game Season 2 on Netflix’s ad-supported plan.

DORITOS® DINAMITA® (US)

Just like Squid Game, the Dinamita game is all about choice: between the known and the temptation for more. Netflix married Dinamita’s ‘Go Ahead and Try Us (TM)” mindset across different flavors and heat levels of Dinamita with Squid Game. Netflix and Dinamita also developed custom assets and teaser videos featuring Pink Guards holding Dinamita bags that entice fans to ‘choose wisely’ which will live across social, media and on Netflix’s ad-supported plan. With the goal of driving buzz around the partnership, Dinamita will launch additional social content inspired by the series, inviting fans to enjoy and play the game themselves.

Dos XX (México)

Squid Game and Dos XX joined forces on an impactful partnership with a massive media campaign to build excitement around the release of Squid Game Season 2. Dos Equis also launched a limited edition of two 355ml themed cans inspired by the global phenomenon. Available in Mexico while supplies last.

Duolingo (US)

Duolingo partners with Netflix for the first time, diving into the menacing world of Squid Game with everyone’s favorite owl, Duo. Donned as a Pink Guard, Duo is featured throughout the campaign asking fans to “Learn Korean or Else.”

Netflix’s music lab team created a K-pop remix of the ominous song, “Pink Guards,” now available on Spotify. The track, “Korean or Get Eaten,” uses a naming convention Duolingo employs for its music tracks to playfully threaten learners to do their lessons (e.g. “Japanese or Broken Knees,” “Spanish or Vanish,” “French or the Trench”).

An exclusive TikTok filter, inspired by the show’s Red Light, Green Light game, lets users test their Korean skills with voice-activated challenges featuring Duo as Squid Game’s menacing doll in the iconic pink suit. 

Duolingo and Netflix are also taking over Koreatown billboards in LA, and NYC, with cryptic Korean messages challenging viewers to “learn Korean to stay safe.” In an unforgettable live stunt, Duo and his Pink Guards hacked Netflix’s iconic Sunset Boulevard marquee billboard on December 11, replacing the English words with Korean, in their menacing attempt to influence fans to learn the language.

Google (Global)

We’ve partnered with Google to unlock a surprise for Squid Game fans around the world. To see what it looks like and take part in the fun, search ‘Squid Game’ on Google Search and tap the brown envelope.

Johnnie Walker (Global)

Johnnie Walker’s global partnership includes a limited run of Johnnie Walker Black Label Squid Game Edition designed bottles (spanning 26 countries and sold across 20,000 stores) featuring numbers ranging from 001 to 456 — just like the players in the series — and Johnnie Walker’s iconic Striding Man logo now donning the famous Squid Game green tracksuit.

Ultimate Johnnie Walker and Squid Game fan, rapper and comedian Lil Dicky brings the program to life by gifting friends custom kits, featuring the limited-edition bottle and series-inspired cocktails, and stars in a holiday campaign featuring UberEats. Everyone (21+) can try the signature ‘456’ cocktail recipe by purchasing limited Cocktail Courier kits available December 19th on CocktailCourier.com while supplies last.

Johnnie Walker is also the official spirits partner of Squid Game: The Experience in NYC, with The Black Label bar serving series-inspired cocktails. As a DIAGEO brand, the official spirits partner of the NFL, Johnnie Walker will also run a custom Squid Game spot during the Ravens vs. Texans game on Netflix’s NFL Christmas Gameday Live.

KFC (Spain & Portugal)

In Spain, Madrid becomes the backdrop for a thrilling event hosted and live-streamed by popular content creator Ibai Llanos. 456 participants will compete for a 40 million won prize in a top-secret game that will bring the excitement, tension and challenges of the series to the real world. In addition, for a limited time, Spanish consumers will be able to enjoy a menu that combines the flavors of Korea with KFC’s signature fried chicken. The campaign will be featured on TV, OOH, and KFC’s digital channels and will also run on Netflix’s ad-supported plan.

Kia (South Korea)

Netflix partners with Kia to provide an unprecedented ‘beyond-the-scenes’ experience to fans, with custom video and an experiential pop-up at Kia Unplugged Ground (a cultural complex in Seoul owned by Kia.) Fans can enjoy a very unique and relatable story of how Pink Guards — who, at the end of the day, are workers like any of us — get inspired to explore what’s out there.

Knorr (India)

Knorr, a market leader in the F&B category and a household name in India, partners with Squid Game to launch a special edition Korean ramen range inspired by the series. Fans can taste the thrill of the show through the high-impact ATL campaign, ‘Dare to Slurrp’. This is Knorr’s biggest campaign of the year for their new Korean cuisine category with unique takeovers planned across digital, retail, KOLs, OOH and Spotify. Check out the special edition packs

McDonalds (Australia)

The Macca’s Squid Game Meal has arrived, daring Aussie consumers to play the Dalgona Candy Challenge. The Adult Meal contains the infamous candy with one of four shapes, including a never-before-seen Golden Arches ‘M’. Fans can now experience the thrill of the viral challenge IRL and enter for the chance to win AUD 100,000.

Naver (South Korea)

Naver is an essential part of Korean consumers’ day-to-day as the biggest internet platform operating search engines, e-commerce, and many other services. As of November, Netflix is now included in their membership program for the first time. Fans will be able to enjoy a delightful surprise when they search ‘Squid Game’ on Naver from the date of the series’ release, and also see Pink Guards introducing the values across various channels including outdoor and digital.

Samsung (US) 

Netflix has partnered with Samsung to offer Squid Game fans a special treat, coming soon only to the Galaxy Store. Samsung Galaxy users will also be able to stream Season 2 with a Galaxy smartphone or tablet through the Netflix app.

WhatsApp (US)

WhatsApp and Netflix are celebrating the hilarious, delightful, and fan-centric conversations that happen via WhatsApp. Netflix has the second largest channel on WhatsApp only behind WhatsApp. Squid Game fans have been turning to WhatsApp to chat and indulge over all the show details and this campaign brings fan conversations to life visually using some highlights from Seasons 1 and 2. The conversations are shown as if they are chatting and responding in real-time to moments from the series and will be featured throughout the campaign. WhatsApp will also run their custom ad during Netflix’s Christmas Day games.

Xbox (Global)

Fans can now pick their side with the Squid Game-inspired Pink Guard Instinct Pro Controller for Xbox by SCUF Gaming, featuring the signature pink of the series’ uniforms. Available now on Best Buy Drops (US only) and ScufGaming.com. 

Fans will also have the chance to win a one-of-a-kind Game Over controller by SCUF Gaming, inspired by the players’ tracksuits from the show and individually numbered from 1 to 456. Select fans can also head to Squid Game: The Experience in NYC on December 16 to face off in a Call of Duty: Black Ops 6 Nuketown tournament, as contestants who make it to the final round have a chance to win the ultimate prize: a six-foot-tall Young-Hee gaming cabinet inspired by the iconic Squid Game doll.

ZONe ENERGY (Japan) 

ZONe ENERGY drink gives fans the ultra-focus by partnering with Squid Game for “the Ultimate Challenge” with custom-designed products, a social campaign and a street takeover of Pink Guards conducting product sampling.

These new partnerships join an ongoing list of fun fan features for Netflix members around the world to enjoy with the series: 

New Squid Game fan page: 

We’re giving fans even more ways to gear up for Season 2 by introducing the brand new Squid Game fan page on Netflix! Designed with everything fans loved from the first season, starting today, members will be able to access this new page filled with specially curated themed rows like “Enter the World of Squid Game” and “Reunite with the Squid Game Cast”. Whether you’re looking for a more suspenseful series, curious to see the cast in other roles, or ready to dive into more K-dramas, Netflix has everything you need to prepare for the latest episodes. 

And just in time for the holidays, the fan page also features a Squid Game-themed virtual fireplace, filled with fun easter eggs from the show. How many can you spot?

New Consumer Products:

We are also bringing Season 2 to life through new lifestyle products and in-person experiences. These exciting new product collaborations with leading brands capture the unique and iconic Squid Game world. You can view the full collection here and recently released products below.

KAWS

KAWS has teamed up with Netflix and AllRightsReserved for a special collectible in celebration of the second season of Squid Game. This set of “KAWS YOUNG-HEE” collectibles is inspired by KAWS’ iconic character, COMPANION, and will be available online on DDTSTORE.com and at a limited-time pop-up store at Shinsegae Gangnam in Seoul starting December 20. 

Puma

Puma has brought Squid Game’s iconic T7 tracksuits to life! Following the announcement last week, the T7 tracksuit, worn by the contestants in Season 2, is now available to bring home along with the full Squid Game-inspired collection. Apparel and footwear is available now at Puma.com, at 140+ Puma stores,and 270+ sports retailers around the world with prices starting at $42.46 USD.

VandyThePink

VandyThePink’s latest collection inspired by Squid Game is now available only at Netflix.shop with prices starting at $36.95.

Squid Game: The Experience: 

Fans continue to flock to the Squid Game: The Experience in NYC, as the location has been sold out for six weeks straight. The experience is also open in Madrid, opened in Sydney on December 14 and expands to Seoul in early 2025. 

Squid Game: Unleashed: 

Prepare for fast, heart-pounding action and brutal competition in this multiplayer battle royale game. Play with friends (or enemies) online and see if you have what it takes to outlast and defeat all the other contestants in each twisted tournament. With deadly challenges pulled from the series and more new games inspired by classic childhood activities, each round is a dark trip down memory lane. Can you make it through playtime alive? For the first time ever, Netflix will make its upcoming party royale game Squid Game: Unleashed available to everyone for a limited time, regardless if you’re a Netflix member or not. 

ABOUT THE SQUID GAME UNIVERSE:

Created by Hwang Dong-hyuk, Squid Game premiered in 2021 and quickly became Netflix’s most popular title ever. This global sensation boosted interest in K-content, iconic moments went viral, Vans slip-on sneakers sales increased 8,000%, and Halloween costumes sold out around the world, solidifying its place in pop culture. The series made Emmy® history with first-ever wins for a non-English language series. Following this success, Netflix debuted Squid Game: The Challenge, the Emmy-nominated and BAFTA-winning reality series that also topped the Netflix Global Top 10. The franchise continues to expand with Squid Game: The Experience, a touring activation where fans can play series-inspired games; Squid Game: Virtuals, a Webby-winning VR adventure; and in 2024, a multiplayer video game, Squid Game: Unleashed. Squid Game season 1 is now on Netflix, with season 2 debuting on December 26 and the third and final season arriving in 2025.