What it had to solve
Fuse Stranger Things lore with the Kinder Joy unwrap ritual and Funko POP! collectibles for fans worldwide, across digital, experiential and film.
How it works
A QR-triggered mobile WebAR puzzle adventure hides in every egg. Five FOOH films crack giant eggs over landmarks in London, Hollywood, Pisa, Berlin and Madrid. A 'use your powers' telekinesis vending machine runs at Lucca Comics & Games 2025, and a hub on Fandom.com stays always on.
What it did
No results published. The activation ran globally across digital, experiential and film, with the Fandom hub designed to keep fans playing beyond launch.
Background
In November 2025, Ferrero's Kinder Joy launched a global 360° campaign with Netflix's Stranger Things and Funko POP!, produced by UNIT9, to pull the cult series' Upside Down into the real world through digital, experiential and film activations.
The in-egg surprise went interactive: a QR code inside every Kinder Joy egg unlocks a mobile WebAR puzzle adventure built around Vecna's grandfather clock, where fans solve puzzles to free trapped characters and earn digital rewards. Five FOOH films show giant Kinder Joy eggs appearing over landmarks in London, Hollywood, Pisa, Berlin and Madrid, cracking open to reveal Funko POP! Stranger Things toys.
In the physical world, a Netflix-pavilion activation at Lucca Comics & Games 2025 let fans 'use their powers' on a telekinesis vending machine for limited-edition eggs, while a dedicated Kinder Joy x Stranger Things x Funko POP! hub on Fandom.com kept the experience alive past launch.
Why it lands
The idea lives inside the product: the egg's toy ritual becomes the AR game, so every purchase is the media.
FOOH scales one visual gag — a country-sized Kinder egg cracking open — across five cities and every social feed.
The Lucca vending machine turns the show's plot device, Vecna's telekinesis, into a reason to queue in person.
An always-on Fandom hub extends the campaign past launch into the fan community's own territory.
What you can take
A licensed-IP partnership earns attention by upgrading the product's own ritual — the egg surprise becomes the game — instead of pasting characters on packaging.
Since then
The campaign went live in November 2025 across global markets. Ferrero called it a significant milestone for Kinder Joy and UNIT9 positioned it as a showcase of digital, experiential and production craft; no performance figures have been reported.
FOLLOW THE EVIDENCE