MrBeast will launch his own line of toys under the name MrBeast Lab in partnership with Australian company Moose Toys, known for its highly successful Mighty Beanz and Shopkins toys, both of which are global hits.
Jimmy Donaldson, who uses MrBeast as a pseudonym online, runs the top YouTube channel in the world with 289 million subscribers and is often in the news for his outlandish stunts. He also known for philanthropy, which typically involves gifting strangers large quantities of cash.
The MrBeast Lab will include “small-scale collectibles and action, vinyl and collector's figures,” according to a press release, with plans to launch the collection next month domestically followed by an international expansion in the fall.
"This collection is the result of two of the world's best creators joining forces to develop the most ground-breaking new toy brand," Paul Solomon, CEO of Moose Toys, said in a release. "When we find partners like MrBeast, who share our irreverent spirit and appetite to disrupt, the sky is the limit."
Plans are underway for Donaldson to leverage his unrivaled marketing machine and ability to reach mass audiences through his social media accounts in order to market the line.
"Moose Toys is always pushing boundaries to innovate in new ways, and we're going to blow up the toy industry with this line," Donaldson said. "Their dedication to the smallest details and challenging themselves to go beyond the point of disruption is how I approach every aspect of my brand. I'm super pumped about this partnership and know my fans are going to love it."
The toys announced from the new line include “MrBeast Lab Swarms,” more than 100 “micro collectibles” which emphasize fan engagement and a scientific spirit to uncover the figures using a test tube and water. Each of the figures are differentiated by levels of rarity, ranging from “Common” to “Hyperchrome Panthers” (limited edition to 1,000). The price for Swarms will range between $4.99 to $19.99.
Also in the release are “Collector Figures” described as “six-inch-tall fierce feline figures featuring extreme deco and hyper articulation.” Collectors will be encouraged to open a briefcase package to reveal figures, with the chance of discovering limited edition variants. Collector Figures are priced at $24.99.
Additional “Vinyl Figures” will feature designs inspired by MrBeast’s logo, coming in a series of four figures of multiple styles arriving in “premium” packaging. These are priced at $14.99.
Expect to see additional buzz for the collection in the lead-up to San Diego Comic-Con next month, where Moose Toys will exhibit the new brand and run exclusive giveaways.
Will Stern is a reporter and editor for cllct.