​Squid Game is one of Netflix’s most popular programs ever, achieving more than half a billion views worldwide after the first two series. Its success has led to lucrative licensing deals for T-shirts, hoodies, Halloween costumes and masks, board games, dolls and many other products featuring the series’ distinctive iconography. The program has a consistent colour palette and has repeatedly used a circle, triangle and square symbol. For many people, these shapes have become more strongly associated with Squid Game than with PlayStation which has leveraged these symbols since 1994. Distinctive assets like these help brands stand out and stick in people’s minds, making them much more likely to be chosen.

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