Community | Buzzworthy Live From New York! Brands have partnered with popular TV shows to give viewers plenty of merch options. Compiled by Nicole Rollender, Sarah Luna & John Corrigan 1 Saks Goes Live From NYC With ‘SNL’ 50th Anniversary Merch Big Apple icons Saks Fifth Avenue and Saturday Night Live teamed up to celebrate the late-night comedy show’s golden anniversary. To say “Happy Birthday” in a big way, Saks released an exclusive line of SNL merch with a splashy landing page, two pop-up shops and a window installation. While shopping for 50th anniversary apparel, accessories and candles on the landing page, customers can take a trip down memory lane and explore editorial content and videos showcasing memorable sketches and characters, such as the Spartan Cheerleaders, Debbie Downer and What Up With That? from NBCUniversal’s sketch comedy show. Saks Fifth Avenue’s limited-edition, SNL-inspired merchandise is from Favorite Daughter and Le Labo Fragrances. Favorite Daughter’s collection includes sweatshirts, T-shirts, tote bags, hats, jeans and a jean jacket. Some styles feature archival imagery from the last five decades of SNL. Le Labo Fragrances created a specialized version of its Classic Candle in its signature SANTAL 26 scent, with an SNL-themed label reading, “Live from New York, it’s SANTAL 26!” 2 Retailers Capitalize On Netflix’s ‘Squid Game’ Partnerships Squid Game remains one of the most popular series on Netflix. The hype is unstoppable, and brands are making sure they don’t miss out. To capitalize on the second season, the brand collaborations have been seemingly endless: McDonald’s, Domino’s, Duolingo, WhatsApp, Matell, Liverpool Football Club (yes, that one), just to name a few. Netflix’s goal is to build partnerships that subscribers enjoy in a surprising and delightful way. “We offer the ability to become a part of the story alongside our incredibly engaged fandoms, and now, with the addition of our ad-supported plan, expansion with experiences and live events and fast-growing consumer product offerings, brands can engage with Netflix in so many ways, all in one place,” says Mango Herran, vice president of brand and partner marketing at Netflix. Sportswear brand PUMA gave the show’s iconic track suit a modern twist, offering customers a more polished version of the outfit worn by contestants in the series. PUMA also dropped a trio of limitededition sneakers in a color palette familiar to fans. 80 • MARCH 2025 • PPAI
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