Netflix dropped a collection of Squid Game merchandise that’s bafflingly devoid of numbered tracksuits, masks, or even burgundy coveralls.
Capitalizing on recent fervor surrounding Squid Game, the Korean TV series that became an overnight sensation after hitting Netflix’s home page, the streaming giant is selling a selection of T-shirts and hoodies printed with references to the show, such as the game’s arena and the shapes printed on each guard’s mask.
Particularly diehard fans can even customize their own tee with a combination of terrifying games from the show: Red Light Green Light, Ppopgi, Marbles, Tug of War, and Glass Stepping Stone Bridge.
Sadly, the merch — which remains firmly in the realm of promotional wear — misses a major opportunity: Netflix-sanctioned Squid Game Halloween costumes.
@netflix now selling official ‘Squid Game’ merch in its online shop https://t.co/FZeF9JF8Q1 pic.twitter.com/PrkDfs7Bam
— MSN Philippines (@msnph) October 6, 2021
Maybe it was a deadline thing; maybe it was a budget thing — who knows, I’m not privy to the inner workings of Netflix’s marketing department.
But, given the number of random retailers (uhoodie.com? inswear.com?) peddling unofficial Squid Game costumes, it would only make sense for Netflix to redirect business back to, well, itself.
Alas, Netflix has yet to master the art of merch.
A few months ago, the company released a collection of Netflix-branded apparel designed with Japanese brand BEAMS. It was a fairly underwhelming outing (not quite binge-worthy, as News Editor Jake Silbert wrote), full of T-shirts printed with TV remotes and the Netflix play bar.
Those looking to dress up as a Squid Game player, worker, or even (gasp) a VIP will have to break out their DIY skills (there’s nothing a little spray paint can’t do). That, or trust Amazon won’t turn you into fodder for a “When you order it online vs. when it arrives” meme.
Otherwise, you can try dressing up as Comrade Grimes or a “Mystery Gala Guest,” AKA Kim Kardashian.