Netflix signs Stranger Things merchandise deal with Squishmallows soft toys maker

Netflix is expanding its presence in the toy business, striking its first master licensing deal with the company behind the popular Squishmallows soft toys to develop a product line inspired by its hit science-fiction series Stranger Things.

The streaming giant granted toymaker Jazwares the right to develop a Stranger Things collection – including figures, play sets, toy vehicles, costumes and stuffed toys – based on the series, which returns for its 5th and final season later this year.

The licensing deal builds on Netflix’s relationship with the toymaker, which last year introduced its first Stranger Things-themed Squishmallows.

“The Duffer Brothers have created such an incredibly rich world that’s packed with 80s nostalgia and pop culture references and great characters,” said Josh Simon, Netflix vice-president of consumer products, referring to Matt and Ross Duffer, who created the series.

“From a merchandise standpoint, and a product-creation standpoint, we really want to deliver that same level of storytelling and attention to detail to the fans.”