In 2024, Netflix joined forces with Saylor—an LA-based creative agency—to launch the Stranger Things and Squishmallows collaboration. The team aimed to generate excitement and drive engagement by merging the iconic Netflix series with the popular plush brand. Targeting the highly engaged Stranger Things fandom, the promotional video highlighted exclusive Squishmallows versions of beloved characters like Eleven and the Demogorgon. By showcasing these ultra-squeezable plush figures, the initiative sought to foster fan enthusiasm, amplify visibility, and position both the special-edition Squishmallows collection and the Stranger Things series as iconic cultural phenomena.
Execution – We conducted a deep dive into what Squishmallow fans were already creating on social media—stop motion—and used that insight to guide our creative execution.
Challenges – We set about trying to find the perfect balance of eerie Stranger Things aesthetic, with the whimsical appeal of Squishmallows. We achieved this by using lighting, sound design, and storytelling that merged both worlds seamlessly.
What Made It Unique – By tapping into existing fan behavior, we created an engaging, social-first campaign that felt organic, resonated with both fandoms, and positioned the collection as a must-have.
The Stranger Things and Squishmallows collaboration achieved strong results, demonstrating the video’s success in engaging fans and amplifying visibility. The Instagram video garnered an impressive 1.5 million views, 61,600 likes, 294 comments, and 11,500 shares—reflecting high levels of fan interaction and enthusiasm for the product. These metrics highlight the campaign's ability to resonate with the Stranger Things fandom, driving significant engagement and effectively positioning the special-edition Squishmallows as a must-have collectible.
