Nov 11, 2025
If you’re anything like us, the past three (and a bit) years have felt like an eternity, but the conclusion to the Duffer Brothers’ retro sci-fi horror is finally within sight, with part one set to drop on 27 November.
For a show so steeped in pop culture and nostalgia, and with this being Stranger Things’ final season – today we’re going to be looking back fondly at some of the show’s biggest and best brand collabs.
Arguably the most iconic product to emerge from Stranger Things is Kellogg’s Eggo waffles, with Eleven’s obsession beginning in Season 1 and referenced repeatedly throughout the show. Surprisingly this product placement was entirely organic, with Kellogg’s reportedly not even knowing it was coming. Like walkie talkies, or trapper keepers, Eggos were simply used as one of the many nostalgic callbacks to ground the show’s 1980s setting.
With Season 1 going on to become Netflix’s biggest hit and a pop-culture phenomenon, it’s no surprise that sales of Eggos jumped by 17% in Q4 of 2017. Kellogg’s eventually formalised the partnership in2019, creating a campaign that included retro-styled billboards and limited-edition Eggo boxes to coincide with the release of Season 3.
When Chapter 3 of the show returned in 2019, our characters found themselves smack-dab in middle of summer 1985, with the ‘Starcourt Mall’ playing a central role in the story. While plenty of brands like Burger King and The Gap were featured, and even a fictional ice-cream parlour Scoops Ahoy was introduced, it was Coca-Cola that ultimately stole the spotlight.
Ahead of Season 3, Coca-Cola partnered with Netflix to resurrect “New Coke” – their infamously short-lived drink that was introduced back in 1985 and replaced regular Coke. Keeping the show grounded in the summer of 85, New Coke was written into the plot specifically, with the characters discussing both its flavour and the whole concept of relaunching products. Alongside the show, Coca-Cola would also produce a limited run of New Coke cans and even aired a special commercial directed by the show’s creators, which captured those mid 80’s vibes.
Just like the music and 1980s pop-culture references, retro fashion has always played a key role in immersing viewers in the world of Stranger Things. From straight-leg Levi’s to neon prints and shoulder pads, the show’s commitment to period accuracy has been impressively consistent.
Back in 2019, Nike first partnered with Netflix to launch a limited line of 80’s style trainers and apparel that would both feature in the show and be available for purchase. Since then, both brands have continued to release new collections – with the trainers in particular becoming some of the most sought-after merchandise drops. The demand has been strong enough for Nike to release new Stranger Things lines for each subsequent season.
It would be remiss to end this list without mentioning Dungeons & Dragons, which is deeply woven into the DNA of Stranger Things. In fact, the very first time we meet Lucas, Dustin, Will and Mike, they’re fully engrossed in a D&D campaign. Much of the show’s internal logic, including how the characters name and understand the monsters, comes directly from the game’s lore, and our teenage heroes even refer to themselves as “The Party” throughout.
As with Eggos, the success of the show saw interest in D&D spike following Season 1 - with Hasbro recording double-digit sales growth the following year, and continued growth for the next five. Hasbro would capitalise on the show’s popularity in 2019 by releasing the Stranger Things Dungeons & Dragons Starter Set which contained the campaign the boys were playing in Season 1, Episode 1. And now, with Season 5 just around the corner, Hasbro and Netflix have partnered again to launch a standalone D&D-themed game called Welcome to the Hellfire Club, centred around the show’s characters and creatures.
From the very beginning, the creators of Stranger Things set out to craft a show that felt both familiar and fresh, akin to the stories of Spielberg, Stephen King and John Carpenter but with its own unique identity. In their pursuit, they wove iconic brands and products into the fabric of the show, creating a love letter to ’80s nostalgia that feels instantly familiar.
The show’s initial reliance on organic product placements (Eggos, Nike, Dungeons & Dragons) didn’t just help ground the story’s setting, it also went on to spark a series of lucrative brand partnerships. With the show’s popularity soaring, it essentially created a cultural feedback loop – bringing old-school brands and pop-culture references back into the zeitgeist and introducing them to new generations in the process. While nostalgia has, in more recent times, become an overused marketing gimmick, the story of Stranger Things success underlines how powerful it can be when used correctly.
At brandformula, we help B2B brands across the financial services industry create standout campaigns that blend creativity with commercial impact. Whether it’s reimagining your logo with a retro twist or transforming your next event stand into a full-blown arcade – our team has the ideas and expertise to bring your vision to life, in a way that feels fresh and unmistakably on-brand.
If you’re keen to discover what that could look like for your brand, get in touch with us – we’d love to chat.
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