If you walked into a grocery store in 1983 and saw a box of Eggos, you probably just thought about breakfast. Quick. Toasted. Maybe a little soggy in the middle if you were in a rush. But fast forward to the premiere of a little Netflix show called Stranger Things in 2016, and suddenly, those yellow boxes weren't just food anymore. They were a symbol of survival, trauma, and a weird kind of childhood innocence.
It’s honestly wild how a frozen waffle became the most recognizable prop in modern television.
Why Eleven Loves Her Eggos (It’s Not Just About the Taste)
When we first meet Eleven, she’s a terrified runaway with a shaved head and a hospital gown. She’s been poked and prodded in a lab. She’s never had a "normal" meal. So, when Mike Wheeler introduces her to the concept of a frozen waffle, it isn't just a snack. It’s her first real taste of freedom. It’s her first connection to a world that doesn’t want to use her as a psychic weapon.
Most people think the Stranger Things and Eggos connection was a massive paid product placement deal from the jump.
Actually? Not really.
The Duffer Brothers, who created the show, wrote Eggos into the script because they were a staple of their own 1980s childhoods. They wanted that specific brand of nostalgia. Kellogg’s, the company that owns Eggo, didn't even know their product was going to be such a massive plot point until they saw the trailer. Talk about a lucky break for a marketing department.
Eleven’s obsession is visceral. You see her stealing boxes from a grocery store in season one, walking out with a stack of yellow boxes like it's a heist. It’s one of the most iconic shots in the series. It’s basically her security blanket. While other kids have stuffed animals or favorite blankets, El has a toaster waffle.
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The Real History of the Waffle Craze
Eggos weren't always called Eggos. Back in the 1930s, they were "Froffles"—a portmanteau of "frozen" and "waffles." It’s a terrible name. Thankfully, they rebranded in 1955. By the time Stranger Things rolls around in the timeline, Eggos were the king of the freezer aisle.
The show captures that specific 80s aesthetic perfectly. It isn't just about the food; it's about the packaging. That specific shade of yellow. The font. It anchors the show in a reality that feels tangible to anyone who lived through that era. Or anyone who wants to feel like they did.
The Business Impact: When Nostalgia Sells Out
Let’s talk numbers for a second because the "Stranger Things effect" is a real thing.
When season two dropped in 2017, Kellogg’s saw a massive spike in Eggo sales. In the first quarter of 2018, consumption of frozen waffles grew by 14% year-over-year. That’s huge for a product that had been around for decades and wasn't exactly "trending" before the Upside Down became a household name.
Kellogg’s wasn't blind to the opportunity. They leaned in hard. For the season two premiere, they actually ran a vintage-style commercial during the Super Bowl that used old footage from an 80s Eggo ad. It was genius. They knew that Stranger Things and Eggos were now inseparable in the minds of the public.
They even released a "Stranger Things" themed toaster waffle kit and shared recipes for things like the "Triple Decker Extravaganza"—the sugar-laden tower of waffles, whipped cream, and candy that Hopper makes for Eleven. It's basically a heart attack on a plate, but fans loved it.
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More Than Just a Meme
You can't go to a comic convention without seeing at least fifty Elevens carrying an empty Eggo box. It’s the easiest cosplay in the world, sure, but it’s also a shorthand for the character's humanity.
Think about the scene in the woods where Eleven is hiding. Hopper leaves food for her in a wooden box. What does he leave? Eggos. It becomes their secret language. It’s how he shows he cares when he doesn’t know how to be a father yet. It’s a bridge between a man who lost a daughter and a girl who never had a father.
The Darker Side of the Waffle
There’s a bit of a tragic layer here, too.
Eleven’s attachment to Eggos is a sign of her stunted development. While other kids are growing up and finding new interests, El clings to the things that gave her comfort when she was at her most vulnerable. It’s a bit like a "comfort object" in psychology.
In later seasons, as Eleven starts to find her own identity and grows away from Mike and Hopper, the waffles show up less frequently. She’s eating real food. She’s going to the mall. She’s trying "New Coke" (another massive 80s reference). The fading prominence of the Eggo actually mirrors her journey toward becoming a more complex, independent person.
She doesn’t need the yellow box to feel safe anymore.
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Why It Worked So Well
Product placement usually feels gross. It feels like a commercial breaking into your favorite story. But with Stranger Things and Eggos, it felt organic.
- Authenticity: It made sense for a kid in the 80s to eat them.
- Character Development: It wasn't just a background prop; it drove the plot.
- Visuals: The bright yellow box popped against the dark, blue-hued cinematography of the show.
If she had been eating some generic brand or a bowl of oatmeal, the visual impact would have been zero. The Eggo box provided a splash of "normal world" color in the middle of a very "abnormal" story.
What Fans Can Do Now
If you’re a die-hard fan looking to recreate the magic, you don't just have to buy a box at the store. The community has taken this to a whole new level.
There are thousands of DIY tutorials for making your own Eleven-themed kitchen decor. People are making "Eggo Purses." There are scented candles that supposedly smell like "Eleven’s Waffles" (which I assume is just maple syrup and toasted batter).
But honestly? The best way to experience the connection is to sit down, pop two waffles in the toaster, and rewatch season one. You notice things. You see how carefully those boxes are placed in the background. You see how Eleven holds them like they're made of gold.
Actionable Insights for Fans and Creators
If you’re looking to dive deeper into the lore or just want to celebrate the show, here’s how to do it right:
- Try the "Hopper Special": If you really want to commit, try making the Triple Decker Extravaganza. It’s three Eggos, layers of whipped cream, Hershey’s kisses, Reese’s Pieces, and Mike and Ikes. It’s a sugar bomb, but it’s a fun project for a watch party.
- Look for the Easter Eggs: In the later seasons, keep an eye out for how Eggos are used as a callback. They often appear when Eleven is feeling particularly nostalgic or lonely.
- Check Out the Vintage Ads: Go on YouTube and look up Eggo commercials from 1983 to 1985. You’ll see exactly what the Duffer Brothers were trying to evoke. The "L'Eggo my Eggo" slogan was in its prime back then.
- Support Local: While Eggos are a massive brand, the show was filmed primarily in Georgia. If you ever visit, you can go to the actual grocery store locations (like the Piggly Wiggly in Palmetto) where Eleven "sourced" her waffles.
The legacy of Stranger Things and Eggos is a masterclass in how a simple object can define an entire franchise. It turned a mundane breakfast food into a symbol of pop culture history. It proved that sometimes, the best way to tell a story about monsters and alternate dimensions is to ground it in something as simple and relatable as a frozen waffle.
Next time you're in the freezer aisle, you'll probably look at that yellow box a little differently. You might even check the ceiling for falling dust or listen for the sound of a ticking clock. That’s the power of good storytelling—it changes the way we see the world, one waffle at a time.