The popularity of Netflix's hit series Stranger Things caused the sales of Eggo waffles to skyrocket while people binge-watch the show. This is clearly related to the fan-favorite character Eleven, who enjoys eating the waffles.
The first season of Stranger Things debuted in July of 2016 and it did not take long for the show to become a cultural phenomenon. The show is based in the fictional town of Hawkins, Indiana in the 1980s. In the first season, the children must face supernatural and paranormal forces in order to find their missing friend named Will. In their search, the young boys meet a girl named Eleven. El, which the kids nickname her, grows quite fond of Kellogg’s Eggo waffles after Mike introduces her to them. Her love for Eggo waffles may just be used in the show as a nod to the brand’s popularity in the 80s, but the show has actually boosted Eggo waffles sales.
As reported by CNN, Stranger Things has helped Kellogg’s Eggo sales with each season that comes out. When talking about Eggo waffles' inclusion within the world of Stranger Things, chief executive of the Kellogg Company Steven Cahillane mentioned, “It sparked conversations. And it prompted consumers to reconsider a long-established brand in new and very contemporary ways”. That being said, Stranger Things season 3 is currently a long ways away with the Duffer brothers aiming for a 2019 release date. This means Eggo sales are down. According to CNN Money, Kellogg's only saw a growth of 1.3% for Eggo sales compared to the 9.4% growth they saw during January through May of 2018. In short, when people are waiting around for the new season of Stranger Things, they just aren’t craving those yellow frozen waffles.
With Stranger Things getting more and more critical praise, anything involved with the show is sure to get positive recognition. Eleven's Eggo fascination has definitely taken on a life of its own. Kellogg's allowed Netflix to use a clip from a 1980s Eggo commercial for a Stranger Things 2 Super Bowl spot, and Funko got in on the fun by producing a Pop! figure of Eleven clutching a box of her favorite waffles. With sales currently being down, Kellogg's is probably looking forward to season 3 as much as anyone else so they can generate more revenue.
Stranger Things recently was involved in plagiarism drama (which has since been resolved), and that bump in the road hasn't slowed down the series' popularity. The show is being adapted into its own Telltale game, and back in April, Universal Studios announced the Upside Down would be a part of their Halloween Horror Nights. In more ways than one, Stranger Things has seized the zeitgeist, and it'll be fun to see how things unfold when it returns for its third season next year.
Stranger Things season 3 premieres on Netflix in 2019.