Netflix is turning up the hype for the fifth and final season of its hit series Stranger Things, combining immersive fan events with an expansive merchandising push.
In Los Angeles, fans joined a cycling event called “One Last Ride,” referencing the show’s iconic bike-riding teens in Hawkins, Indiana. “The show started when I was in about sixth grade, so I was the same age as the characters,” said 21-year-old fan Chloe Allen. “It’s definitely been a huge part of my life.”
The streamer is rolling out its largest consumer products campaign to date, with over 150 items including Demogorgon Crunch cereal, Hellfire Club backpacks, and a retro Care Bears collection at Walmart. Targeted marketing taps into 1980s nostalgia, with Gatorade even bringing back its classic Citrus Cooler flavor. Netflix Chief Marketing Officer Marian Lee said, “This is a show that really resonates globally,” noting pop-up experiences and Hawkins-themed attractions in cities from Paris to Sydney.
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Netflix will release the final season episodes around major holidays, with four on the day before Thanksgiving, three on Christmas Day, and the finale on New Year’s Eve. Stars Millie Bobby Brown, Finn Wolfhard, and Noah Schnapp will also appear in high-profile promotions, including a Stranger Things float in the Macy’s Thanksgiving Day Parade.
Amanda Cioletti, vice president at Informa Markets Global Licensing Group, highlighted the campaign’s scale. “We see Stranger Things everywhere, social media, storefronts, and every placement that makes sense,” she said.
Beyond the series, Netflix is expanding the Stranger Things universe with a Broadway and West End play, an upcoming animated series, and a live-action spinoff. “We are never going to repeat ourselves,” said executive producer Shawn Levy.
Cast members Noah Schnapp and Millie Bobby Brown attended a London screening for the final season on November 13, 2025.