Licensing News

YuMe Introduces’Stranger Things’ Upside Down Capsule

Stranger Things YuMe Capsule

YuMe, the award-winning global toy brand recognized for its innovative, market-led approach, has announced its partnership with one of the most popular series ever produced by Netflix, Stranger Things. In the run-up to the launch of season 4, YuMe is introducing The Stranger Things Upside Down Capsule, the retro 80’s unboxing experience fans have been craving!


Collectors will have the opportunity to unbox the nostalgic TV holder and begin to unlock the mysteries of the capsule. Use water to help Jonathan develop his photo and unlock the clue to the mystery character included. Next, play the 80’s style Palace Arcade game and help Eleven avoid the Demogorgon. Fans will discover a wealth of 80’s trading cards, including collectible artwork, sticker cards featuring icons from the Stranger Things universe, fan-favourite scenes, and character cards.


“Stranger Things has become a pop culture phenomenon becoming one of the biggest Hollywood franchises, tapping into the nostalgia of the 80’s supernatural mystery, so many millennial viewers crave. This is why we decided that now is the right time to give fans what they want and introduce this exclusive capsule collection. Fans can transport themselves back to the 1980s, discovering what season 4 has in store” says Darryl Lai, SVP of YuMe Toys “We are excited to align YuMe with Stranger Things and cannot wait to surprise customers with this unique capsule.”


Each capsule will have one of the 11 characters from all four seasons of the show, including never-before-seen characters from the new season and potentially one of the ultra-rare Demogorgon variants. As well as three scene trading cards, a character card, an art card, a TV display card, a sticker reveal card, all featuring never-before-seen artwork, plus a character figurine and accessories along with a TV packaging shell which transforms to display the figurines; TV or The Upside Down display mode.


YuMe’s Strangers Things Upside Down Capsules will be available at various retailers across the USA & Canada from May 2022. For business enquiries, please contact Angelou Masters Jr at


YuMe Toys is an award-winning global toy brand recognized for its innovative, market-led approach. Since its inception in 2017, YuMe’s plush toys and collectibles have gained strong momentum in North America, Europe, and Asia. YuMe’s research-led capabilities are driven by Maxx Group’s 23 years’ experience in promotional merchandise, with unparalleled expertise in thoughtful product design, development, manufacturing, and retail marketing activities. YuMe carefully crafts high-quality, unique toys featuring popular intellectual properties from Warner Bros. Consumer Products, Hasbro Toys, and other top entertainment brands. The YuMe line includes JK Rowling’s Wizarding World™/ Harry Potter™ & Fantastic Beasts™ franchise, DC Universe, Scooby-Doo, Looney Tunes and Tom & Jerry from Warner Bros. Consumer Products.