‘80s nostalgia and an intoxicatingly dark storyline with elements of sci-fi and horror have earned the Netflix series Stranger Things a loyal – and growing – following of devoted fans.
Now, with season two launching last weekend, Netflix has teamed up with retailer BoxLunch to create a new collection of branded merchandise that seeks to capitalize on the enthusiasm around the show.
Inspired by scenes and ‘80s-tastic styling cues from the first and current season, BoxLunch and Netflix are offering a capsule collection of apparel, accessories and collectibles, some pieces of which you can see below.
For the uninitiated, Stranger Things is set in the fictional town of Hawkins, IN, in the 1980s. The plot centers on the investigation of a disappearance of a young boy and supernatural events that include a young girl with psychokinetic abilities who helps the missing child’s friends in their search for their friend. The second season picks up the story a year after the events of the first season.
If you haven’t yet indulged in binge-watching the show, give it a look and you’ll see why so many people have done just that. And, why they’re so excited about the new merch collection, which includes a Stranger Things Holiday Sweater; Hawkins High Crewneck and Duffle Bag; the ‘80s-arcade styled Pixel Tee and Merrill’s Farm Tee; and three additional shirts that feature imagery from Season Two. Plus, there is a trio of limited-edition Madrid Skateboard decks and a line-up of Funko Pop! vinyl figures.
Just as cool, Strangers Things is spawning ancillary merch opportunities. As the StarTribune reports, fans are going bonkers over the retro purple sweatshirt from the Science Museum of Minnesota that character Dustin wore on the show. Sharp to spot an opportunity, the Science Museum is going to create a line of the imprinted hoodies. It’s already using Twitter to encourage folks to sign up for the museum’s email list to learn when the sweatshirts are available.
If that weren’t enough merch-related fun, there is also this candle holder that’s as wonderfully weird as the show itself. It’s in the shape of psychokinetic character Eleven – wax bleeds through its nose. Available from Firebox, the candle is expected to be available by mid-December. “Easily the strangest thing we've ever created,” says Firebox.
Then, of course, there are these rad Stranger Things-inspired sneakers/trainers from Reebok and BAIT.
What’s the takeaway for promotional product distributors? Perhaps this: While you certainly can’t rip off Stranger Things, you can tap into the same market current as the show. That’s to say, there’s a definite appetite for offbeat, retro ‘80s entertainment and products from both millennials and those in their later 30s and early 40s. When end-buyers target such audiences – particularly in urban areas, at cultural events, product launches, music festivals and the like – engineering a promotion that involves merchandise and messaging that draws on the quirky vintage vibe from the decade of MTV and big hair could be a smart move.