Sales of KAP Toys’ Stranger Things capsules soar

Published on: 1st June 2022

Stranger Things Season 4 launched on 27th May, and KAP Toys is celebrating the success of its short lead time Mystery Capsule launch. 

KAP Toys is the distributor of the YuMe toys brand in the UK & Ireland. The partnership has enjoyed proven success to date, including with the best-selling Warner Bros. licensed Harry Potter toys and the development of the Toikido Among Us collection.

For 2022, Netflix’s smash-hit Stranger Things has benefited from the YuMe toys supernatural treatment, delivering a mystery capsule range that combines 80s nostalgia with collectability. Each retro style TV-themed box contains a wealth of surprises including three scene trading cards, a character card, art card, TV display card and sticker reveal card, all featuring never-before-seen artwork, plus a figurine based on one of the beloved characters from the franchise, including Eleven, Hopper, Mike and Max, plus accessories specific to that character.

The capsules have landed at retailers across the United Kingdom and have gone straight into the best-seller charts.

Nathaniel Southworth, managing director at KAP Toys, said: “The Stranger Things launch has been a real team effort that saw the container arrive on 23rd May, with stock going out nationally the same day. Deliveries to stores started on 24th May, ahead of the series arriving on Netflix on 27th May, and by the 30th our customers were telling us that we’ve got an instant best-seller. The Stranger Things plush line was immediately on allocation and sold out.”

Nat added: “I must give credit to the team at YuMe toys, and to our retail partners, for helping to get Stranger Things products to market and on shelf on time for the main event taking place – the release of the highly anticipated season 4. We now have a great setup for the next six weeks as fan excitement builds again for the second part of the series which drops on 1st July.”

The capsule programme draws on YuMe’s reputation as a mystery unboxing specialist within the licensed product category. More licences are joining the programme in 2023, and YuMe toys will also be expanding its product offerings.

All order enquiries for the UK & Ireland should be emailed to or call Neil Leah, head of Sales on 07887 998528


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