Jazwares Named Global Master Toy Partner for 'Stranger Things'Jazwares Named Global Master Toy Partner for 'Stranger Things'

The upcoming final season and animated spin-off series will inspire the all-new line of toys and accessories.

License Global

January 30, 2025

2 Min Read
"Stranger Things" Netflix
"Stranger Things"Netflix

Jazwares and Netflix are teaming up to create an all-new collection of “Stranger Things” products for fans of all ages. This announcement marks the first global master licensing agreement for Netflix and the Stranger Things franchise. As part of the agreement, Jazwares will launch a robust product line inspired by the show’s beloved characters and themes from the highly anticipated upcoming fifth and final season and its animated series spinoff, which is currently in the works.  

Since its debut in 2016, “Stranger Things” has remained one of Netflix’s most successful franchises. Its fourth season alone has amassed over 140.7 million views globally, with the brand’s influence extending far beyond the screen, driving nostalgia-fueled product collaborations and live experiences.  

The new collection from Jazwares will include action figures, playsets, toy vehicles, costumes, plush toys and pet accessories, providing fans with various ways to engage with the series. Jazwares previously collaborated with Netflix on a "Stranger Things" Squishmallows line, which debuted in 2024

“After our Squishmallows x ‘Stranger Things’ collection launched with massive fanfare, we knew we wanted to continue working with Netflix and raise our collaboration to the next level,” says Judd Karofsky, executive vice president, Jazwares. “Knowing how influential and passionate the Stranger Things fandom is, we’re ready to team up with Netflix to bring fans a full line of products that will allow them to engage with the franchise like never before with authentically detailed figures, playsets, costumes and more. As we all eagerly await the show’s final season and the brand-new animated series, we know fans are going to love our exceptional lineup.”  

Related:Netflix Brand Licensing in 2024 and 2025

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“‘Stranger Things’ has made an indelible mark as a cultural phenomenon, transcending the screen and shaping global trends through 80’s nostalgia, music, food, fashion and so much more,” says Josh Simon, vice president of consumer products, Netflix. “Coming together with an innovative partner like Jazwares to create the franchise’s first expansive toy line was a natural next step in giving fans around the world new ways to immerse themselves in the universe with the authenticity and storytelling elements they love.” 

The new product range will span multiple categories, including: 

• Action figures: Fully articulated figures in various styles and scales. 

• Playsets: Detailed environments with accessories, vehicles and characters. 

• Toy vehicles: Show-inspired options, including BMX bikes and radio-controlled models. 

• Plush: Co-branded plush, including the Squishmallows x "Stranger Things" line. 

• Costumes and accessories: Dress-up options for all ages, including pet costumes. 

• Pet toys and accessories: Character-themed wearables, interactive toys, beds, leashes and collars. 

In addition to the new collection from Jazwares, “Stranger Things” will continue to expand its presence through the upcoming animated spinoff, the Broadway premiere of “Stranger Things: The First Shadow” this March, a collection of books, the touring “Stranger Things” Experience and a global range of lifestyle products and brand collaborations. 

About the Author

License Global

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, France Licensing Day, Licensing for Retail, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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