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squid game Walmart Netflix merch

‘Squid Game’ wins merch influence

squid game Walmart Netflix merch
'Squid Game' Merch on Walmart Shopping Hub// Illustration by Kate Walker

‘Squid Game’ wins merch influence


Netflix and Walmart are teaming up on a merchandise hub dedicated to popular titles from the streamer. The announcement comes on the heels of Netflix’s Squid Game boom, with products featured in the show flying off shelves. In a world where merch has become the new fashion, Netflix could turn its consumer products division into a meaningful revenue stream by offering merch for purchase right on the platform.

Mask up at Walmart
Just in time for Halloween, Squid Game merch is hitting shelves.

  • Netflix and Walmart are partnering up to create a digital storefront on the retail giant’s site — Netflix’s first with a national retailer.
  • Netflix Hub will sell merch tied to Netflix hits such as Squid GameStranger Things, and The Witcher.
  • Additionally, Netflix recently launched its own e-commerce site, Netflix.shop.

Even though Netflix is ramping up its consumer product ambitions, co-CEO Reed Hastings doesn’t believe that merch will actually be a big revenue driver. Instead, Hastings sees the division as a way “to help the subscription service grow and be more important in people’s lives.” Essentially, if people see a Squid Game shirt on the street, they may just go home and watch it.

Brand piggy bank
Although Hastings may not see consumer products as a huge revenue driver for the company, there is no denying that a hit show does open up viewers’ wallets. Just look at Squid Game, which is on track to be Netflix’s biggest show ever.

This isn’t the first time that Netflix has been behind a title whose popularity spurred product sales in line with the story. Last year’s The Queen’s Gambit was behind a monumental spike in popularity for chess sets, chess lessons, and even chess-themed hotel rooms.