How Much Did Eggo Pay To Be In Stranger Things?

Stranger Things has been one of Netflix’s biggest hits over the past few years, with its nostalgic 1980s setting and loveable young cast capturing the hearts of viewers worldwide. One of the most iconic partnerships featured in the show is the prominence of Eggo waffles, which are a favorite snack of the character Eleven.

If you’re short on time, here’s a quick answer to your question: There is no confirmed amount that Kellogg’s paid for product placement of Eggo waffles in Stranger Things. Estimates range from $100,000 to millions of dollars per season.

In this comprehensive article, we’ll take a deep dive into the deal between Netflix and Kellogg’s that brought Eggo waffles into the Upside Down, examining rough estimates of how much Kellogg’s likely paid and the benefits both brands have reaped from this pop culture marketing phenomenon.

The Origins of Eggo in Stranger Things

One of the most iconic elements of the hit Netflix series Stranger Things is the presence of Eggo waffles. These frozen treats have become synonymous with the show’s main character, Eleven, and have sparked curiosity about how they ended up playing such a significant role in the storyline.

The origins of Eggo in Stranger Things can be traced back to a combination of clever product placement and a licensing agreement between Netflix and Kellogg’s.

How Eggo Became Eleven’s Comfort Food

In the show, Eleven, portrayed by Millie Bobby Brown, has a deep affinity for Eggo waffles. From the very first episode, we see her sneaking into a supermarket to steal a box of these delicious treats.

It is later revealed that Eleven’s love for Eggo waffles stems from her time spent in a government laboratory, where she was deprived of a normal childhood. The waffles serve as a comforting reminder of a simpler, happier time for her.

This character development created a unique opportunity for product placement, and the creators of Stranger Things seized it. The inclusion of Eggo waffles in the show not only adds depth to Eleven’s character but also creates a strong association between the brand and the emotional connection viewers have with the series.

Netflix and Kellogg’s Forge a Licensing Agreement

To bring Eggo waffles into the world of Stranger Things, Netflix and Kellogg’s entered into a licensing agreement. This agreement allowed the show to feature the brand prominently and use its logo and packaging in various scenes.

In return, Kellogg’s gained exposure and brand recognition among the show’s millions of viewers.

While the exact financial details of the licensing agreement have not been publicly disclosed, it is safe to assume that it was a mutually beneficial arrangement. The success of Stranger Things has undoubtedly boosted the popularity of Eggo waffles, leading to increased sales for Kellogg’s.

Product placement has long been a common practice in the entertainment industry, and Stranger Things is no exception. By incorporating Eggo waffles into the show, the creators were able to enhance the storytelling and create a memorable connection between the brand and its audience.

Eggo’s presence in Stranger Things serves as a reminder of the power of effective product placement and the impact it can have on consumer behavior. So the next time you see Eleven munching on an Eggo waffle, remember that it’s not just a snack for her but also a clever marketing strategy that has captured the hearts of millions around the world.

Estimates on How Much Kellogg’s Paid for Eggo Product Placement

Product placement has become a popular marketing strategy for brands seeking to increase their visibility and reach. One prime example of this is the partnership between Kellogg’s and the hit Netflix show Stranger Things.

The presence of Eggo waffles throughout the series has sparked curiosity among fans, leading to speculations about how much Kellogg’s paid for this strategic placement.

Factors That Influence Product Placement Deals

Several factors influence the cost of product placement deals. Firstly, the popularity and reach of the TV show or movie play a significant role. Stranger Things, with its massive global following, presents a golden opportunity for brands to engage with a large and diverse audience.

Additionally, the duration and prominence of the product’s appearance within the storyline can impact the pricing. The more screen time and integration the product receives, the higher the price tag.

Moreover, the target demographic of the show also plays a role in determining the cost. Stranger Things appeals to a wide range of age groups, making it an attractive platform for a variety of brands. Finally, the negotiation skills of the brand and the willingness of the show’s producers to accept product placement can also influence the final price.

Speculated Figures Based on Industry Standards

While the exact amount that Kellogg’s paid for Eggo’s product placement in Stranger Things remains undisclosed, industry experts have made some estimated calculations based on industry standards. It is believed that the cost could range anywhere from hundreds of thousands to millions of dollars, depending on the factors mentioned earlier.

However, it is essential to note that these figures are purely speculative and have not been confirmed by either Kellogg’s or the show’s producers.

It is worth mentioning that product placement deals can vary significantly from one show to another. Some may opt for a straightforward monetary exchange, while others might involve a trade-off with additional promotional efforts from the brand.

Therefore, it is challenging to pinpoint an exact figure without insider information.

The Huge Benefits for Both Brands

The partnership between Kellogg’s and Stranger Things has proven to be mutually beneficial. For Kellogg’s, the product placement has resulted in a surge in Eggo waffle sales and increased brand recognition.

The association with a popular and well-loved show has undoubtedly boosted their market presence.

On the other hand, Stranger Things has also benefited from this partnership. The inclusion of Eggo waffles in the show adds authenticity to the storyline, as the characters’ love for the breakfast food becomes a memorable trait.

Furthermore, the partnership has generated additional revenue for the show, allowing for higher production values and the creation of more compelling content for fans to enjoy.

The Wild Pop Culture Success of Eggo in Stranger Things

When Stranger Things burst onto the scene in 2016, it quickly became a cultural phenomenon. The show’s nostalgic 80s setting and compelling storyline captivated audiences of all ages. One unexpected star of the show was none other than Eggo waffles.

The popular frozen breakfast food became an integral part of the series, and its presence didn’t go unnoticed by fans.

Eggo Sales Skyrocketed After Season 1

After Stranger Things Season 1 aired, Eggo experienced a significant boost in sales. According to a report by CNBC, Eggo sales increased by 14% in the final quarter of 2017 compared to the previous year.

The show’s portrayal of the character Eleven, played by Millie Bobby Brown, consuming Eggo waffles as her favorite food sparked a renewed interest in the brand. Fans flocked to grocery stores to pick up their own boxes of Eggo waffles, wanting to recreate the iconic scenes from the show.

This unexpected surge in sales was a dream come true for Eggo. The brand saw its popularity soar as Stranger Things continued to dominate the pop culture landscape.

Halloween Costumes and Other Merchandise

The success of Eggo’s product placement in Stranger Things didn’t stop at increased sales. The show’s popularity also led to a demand for Stranger Things-themed merchandise, including Halloween costumes.

It didn’t take long for fans to dress up as Eleven, complete with a box of Eggo waffles in hand, for Halloween.

Merchandise featuring Eggo waffles and Stranger Things quickly flooded the market. T-shirts, mugs, and even phone cases adorned with the iconic Eggo logo became hot commodities. The brand capitalized on the trend by partnering with retailers to release limited-edition merchandise, further cementing its place in pop culture history.

Eggo’s Starring Role in Season 2 Marketing

Recognizing the impact of their collaboration with Stranger Things, Eggo seized the opportunity to take their marketing efforts to the next level for Season 2. The brand launched a clever marketing campaign that played off the show’s popularity.

They released a series of Eggo-themed commercials that paid homage to Stranger Things, featuring characters from the show and referencing memorable moments.

Eggo’s strategic partnership with Stranger Things not only boosted their sales but also solidified their status as a pop culture icon. The brand successfully leveraged the show’s popularity to increase their brand recognition and engage with fans on a deeper level.

It’s safe to say that Eggo’s investment in Stranger Things paid off in a big way. By aligning themselves with a show that struck a chord with audiences worldwide, Eggo catapulted itself into the pop culture spotlight, forever linking its brand with the beloved series.

The Future of the Eggo and Stranger Things Partnership

Ever since Eggo made its unexpected appearance in the hit Netflix series Stranger Things, the partnership between the iconic frozen waffle brand and the popular show has taken the world by storm. But what does the future hold for this unique collaboration?

Potential for Continued Collaboration

The integration of Eggo into the storyline of Stranger Things was a stroke of marketing genius. Not only did it create a memorable and nostalgic connection for viewers, but it also sparked a renewed interest in the brand.

As a result, Eggo experienced a significant increase in sales and brand recognition.

Given the success of this partnership, it is highly likely that we will see more collaboration between Eggo and Stranger Things in the future. Brands are increasingly looking for innovative ways to reach their target audience, and product placement in popular TV shows has proven to be an effective strategy.

Eggo’s integration into the Stranger Things narrative not only generated buzz but also showcased the brand’s ability to adapt to modern trends.

Stranger Things has become a cultural phenomenon with a dedicated fan base, and Eggo has tapped into that fan base in a way that few brands have. By aligning themselves with a show that has such a strong following, Eggo has positioned itself as a brand that understands and connects with its consumers on a deeper level.

What Other Brands Could Get a Spotlight?

The success of Eggo’s partnership with Stranger Things opens up exciting possibilities for other brands to collaborate with popular shows or movies. Product placement has long been a staple of the entertainment industry, but the integration of brands into the storyline has taken this concept to a new level.

Imagine other beloved brands finding their way into the narratives of our favorite TV shows or movies. Whether it’s a character sipping on a Starbucks coffee or using an iPhone, these subtle integrations can have a powerful impact on brand awareness and consumer perception.

While not every brand will have the opportunity to partner with a show as popular as Stranger Things, the success of this collaboration serves as a reminder of the potential that exists for brands to leverage entertainment platforms to reach their target audience.

As streaming services continue to dominate the media landscape, the opportunities for brand integration will only increase.

So, who will be the next brand to make a memorable appearance in a hit TV series? Only time will tell, but one thing is for sure – the future of brand integration in entertainment looks bright.


While the exact dollar amount that Kellogg’s paid for Eggo product placement in Stranger Things remains confidential, all signs point to it being a highly lucrative deal for both brands. Their partnership has created massive buzz and helped fuel Stranger Things mania among fans.

As the hit show continues evolving in future seasons, we may see even more brands trying to get a piece of the action in Hawkins, Indiana.

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