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When Squid Game premiered on Netflix, nobody expected it to become the worldwide craze it did. In just 28 days, more than 111 million people watched it—turning the Korean drama into Netflix’s biggest series launch ever.
And with that kind of fame? Merchandising. Almost overnight, online shops were filled with green tracksuits, eerie masks, and even Dalgona cookie cutters inspired by the show’s deadly challenges. The problem? Most of these were unofficial knock-offs.
To keep control of its brand, Netflix wasted no time. The company filed for trademark protection not only in the US and Korea, but also here in the Philippines with the Intellectual Property Office of the Philippines (IPOPHL).
But Netflix didn’t just apply under “entertainment services.” They went further—securing the Squid Game name and logo in categories like:
Why? Because these items became part of the Squid Game fan culture. By covering these classes, Netflix ensures that if you see a “Squid Game” cookie cutter in a store, it’s either official or it risks being pulled down for infringement.
Here, IPOPHL grants exclusive rights to registered trademark owners. Once approved, Netflix will have the legal power to stop unauthorized sellers from slapping “Squid Game” on their products. IPOPHL has made similar rulings before—for example, when Nike opposed local businesses using confusingly similar swoosh logos and won.
It’s the same story: protect your brand early, or risk losing it to copycats.
If there’s one takeaway, it’s this: file your trademarks before your brand explodes. Once the public catches on, opportunistic sellers won’t hesitate to file or sell ahead of you. By then, you’re playing catch-up.
Netflix’s quick action shows that trademarks aren’t just legal red tape—they’re business protection. They’re the reason you’ll soon see official Squid Game merchandise in stores, instead of cheap imitations that confuse fans and hurt the brand.
👉 The bottom line: In today’s world, protecting your idea is just as important as creating it. Netflix knew Squid Game was more than a TV show—it was a global brand. And with IPOPHL filings in place, they’ve made sure only the official products will survive the game.