Kinder Joy Launches 'Stranger Things' AR Egg Hunt

Kinder Joy is pulling Stranger Things into the real world with a crossover built to thrill global fans and reward collectors.

Ferrero’s chocolate brand teamed with Netflix, Funko Pop!, and production partner UNIT9 to roll out a global 360° effort that turns familiar "Stranger Things" lore into interactive assets.

The campaign mixes puzzles, film assets, fan challenges, and real-world events to immerse audiences in Hawkins while establishing Kinder Joy’s position in entertainment-driven marketing.

Central to the launch is a mobile WebAR puzzle hidden behind QR codes inside Kinder Joy eggs.

Scanning it unlocks a Vecna-inspired challenge where players solve tasks, rescue trapped characters, and earn digital rewards.

“This campaign set out to do more than advertise a globally renowned chocolate product, it was about building a set of experience, in true Stranger Things style, that fans could truly take part in,” said Manuela Mesrie, Executive Producer at UNIT9.

The effort also expands geographically through five FOOH films that reimagine landmarks in London, Hollywood, Pisa, Berlin, and Madrid as part of the Upside Down.

Giant Kinder Joy eggs crash into each city before cracking open to reveal exclusive Funko Pop! figures.

"The interaction between the vending machine, AR experience, and FOOH films created a multi-layered journey for fans, something only possible through a partner like Kinder and UNIT9’s creative ecosystem," explained Stefano Marrone, Creative Strategist and Partner at UNIT9.

On-the-ground fan engagement reached its peak at Lucca Comics & Games 2025.

Thousands lined up to test an interactive telekinesis vending machine inside the Netflix pavilion.

Attendees "used their powers" to win limited-edition Kinder Joy eggs.

The stunt became one of the event’s most talked-about activations, reinforcing how physical theater keeps fandoms energized.

Spots, Collectibles, and Digital Worlds

As loaded as it all is, the fun doesn't stop with just those brand activations.

UNIT9 also developed an always-on hub on Fandom.com to house campaign updates, behind-the-scenes content, and community interaction, extending momentum past launch.

Ferrero supported the campaign with updated product packaging inspired by Stranger Things iconography, giving fans another piece of collectible merch to add to their collection. 

“This is one of the most ambitious crossovers Kinder Joy has ever embarked upon,” said Iacopo Biondi, Kinder Joy Global Marketing Manager.

“By collaborating with UNIT9, Netflix and Funko POP!, we’ve been able to unlock Stranger Things for fans everywhere.”

How Kinder Joy Turns Fandom Into Fuel

For marketers, Kinder Joy’s global crossover shows how world-building can drive brand affinity at scale.

• Multi-platform storytelling works when every channel, from AR and film to events, feels like a chapter in the same world.
• IRL fan moments, from vending machines to convention stunts, turn passive viewers into active contributors.
• Partnering with major franchises has a higher chance of success when the experience honors fan expectations.

The Kinder Joy push echoes other franchise-led brand plays.

Likewise, Doritos recently tapped into the Stranger Things hype by collaborating with Netflix to create limited-edition flavors and retro packaging inspired by the show. 

Overall, they show how entertainment tie-ins can deepen cultural relevance when the IP naturally fits the brand.

The bigger question is how Kinder Joy will evolve future tie-ins after this surge in fan-driven engagement.

Our Take: Where Does Fan Power Go Next?

We think this campaign nails that sweet spot where fandom, curiosity, and collectability intersect.

There’s something satisfying about seeing a brand commit fully to a world instead of just borrowing aesthetics.

Looking at campaigns like this, we're reminded that people want moments that feel like discoveries.

Kinder Joy understood that both kids and adults like stories they can hold, scan, crack open, or chase.

In other news, Coleman also recently tapped into the Stranger Things aesthetic with camping gear branded after the Netflix show. 

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