The most popular show in Netflix history, Squid Game, earned an estimated $900 million in value for the streaming company. It seems that they are gearing up for even more potential revenue as they look towards season 2 and have secured more than 2 dozen trademarks for the property as they tee up everything from merchandise to licensing deals.

There is a t-shirt that I wanted and went to purchased it today on Shopify. That alone isn’t very exciting, but there were a few moments in the purchase process of note. First off yes, it is a shirt relating to the crypto industry, an industry that for all intents and purposes did not exist before October, 2008 (I know there were earlier versions and digital currencies that predate Bitcoin, but Bitcoin was really the genesis of modern crypto, don’t @ me).

Having spent years bringing brands into technologically driven innovation spaces, it is always surprising me which companies natively get it and those that have a challenge translating their brand marketing and engagement needs to new platforms and protocols.