Netflix signs master licensing deal with Jazwares for Stranger Things toys

Netflix has signed its first master licensing deal with toy manufacturer Jazwares to create a product line based on its popular series 'Stranger Things,' which is set to return for its fifth and final season. The deal allows Jazwares to develop various merchandise, including action figures, playsets, costumes, and plush toys, building on a previous licensing relationship that started with 'Stranger Things'-themed Squishmallows. Josh Simon, Netflix's VP of consumer products, emphasized the importance of delivering a high-quality storytelling experience through merchandise, reflecting the show's rich 1980s nostalgia and cultural references. This move marks a significant step in Netflix's merchandising strategy, aiming to elevate the 'Stranger Things' brand off-screen and enhance fan engagement. The series has already inspired a range of consumer products and spinoffs, including books and a stage play set to premiere on Broadway. The partnership with Jazwares highlights Netflix's ongoing efforts to capitalize on its original content's success through diverse consumer product offerings.