Given the high profile and widespread success of many of its original series, it seems odd that Netflix hasn’t signed a single master licensing deal for any of them—until now.

Jazwares has just scored the global master toy rights to Stranger Things and is working on an all-ages range of action figures, playsets, costumes, vehicles, plush, pet toys and accessories. A launch window hasn’t been set yet, but the Florida-based toyco will showcase its licensed products to potential retail buyers at Licensing Expo in May. 

This bigger partnership is an expansion of a category-specific licensing deal that Netflix and Jazwares launched last June for a range of Stranger Things Squishmallows based on main character Eleven, a Demogorgon and the mascots from Stranger Things‘ in-universe ice cream retail brand Scoops Ahoy. And Jazwares is gearing up to release several new character-based SKUs later this year. 

Josh Simon, VP of consumer products at Netflix, says the streamer’s master toy deal with Jazwares is a natural next step for elevating the Stranger Things franchise off-screen and providing new ways for fans to immerse themselves in the brand. A fifth and final season of the hugely popular live-action show will drop later this year, and an animated series concept is in development at Upside Down Pictures, 21 Laps and Flying Bark Productions.