Netflix has announced a series of partnerships and events to mark the return of "Squid Game" for its second season. The streaming giant has teamed up with brands such as Burger King, Domino’s, Google, Xbox, and others to create experiences, fan competitions, and custom ad campaigns.

Magno Herran, Vice President of Brand and Partner Marketing at Netflix, stated: “Our goal is to build partnerships that bring even more member joy in fun, surprising, and delightful ways.” He added that these collaborations allow brands to engage with Netflix's audience through various channels.

The new season will see several brand collaborations:

- Bibigo will offer fans an immersive cultural experience.

- Burger King in France will introduce Squid Game-themed menus.

- Call of Duty will feature limited-time modes inspired by the show.

- Carl’s Jr. in Mexico will launch new products tied to the series.

- Cruz Azul soccer team wore Squid Game numbers on their jerseys during a special match.

In addition to these partnerships, Netflix is introducing new consumer products like KAWS collectibles and Puma tracksuits inspired by the show. The "Squid Game: The Experience" event is currently open in New York City and Sydney and will expand to Seoul in 2025.

The franchise continues to grow following its debut in 2021. It became Netflix's most popular title ever and sparked interest in Korean content globally. Season 2 of "Squid Game" premieres on December 26, with a third season expected in 2025.