The Key licensing empire is taking shape.
The massive, family-friendly channel helmed by brothers Collins and Devan Key will launch this fall a so-called ‘activity line’ in collaboration with Moose Toys — an Australia-based design, development, and manufacturing firm. The products will allow fans to recreate the DIY challenges and projects that the brothers enact for their 21.5 million YouTube subscribers who generate an average of 25 million views per video.
Products will fall into two categories: ‘Fake Food Challenges’ and ‘Pranks & Collectibles’, Moose says. The line will bow exclusively at Walmart and at Walmart.com on Sept. 1, and then roll out to other retailers on Oct. 1.
The launch marks the first outing following a master toy licensing agreement signed by the Key brothers’ parent company, Keyper Company, and Moose Toys back in February. In June, the brothers named Evolution USA the official licensing and brand management agency for their ‘Collins Key’ and ‘Key Bros.’ brands in a bid to nail down deals in other product categories.
One of the hero items in the forthcoming line is the Fake Food Challenge Wheel ($30) in which players spin to receive a challenge and use tools to shape a moldable compound into various food items. Additionally, the Ultimate Unboxing Game ($20) challenges two players to find a key within one of three mystery boxes, with the loser receiving a gross surprise. And in the Mystery Box Collectibles ($5 each), players are tasked with blindly feeling around inside of a box to guess what’s inside.
“We worked closely with Collins and Devan to translate their vibrant and engaging personalities and approach to family-friendly fun into tangible games for everyone to enjoy,” Moose Toys’ director of global marketing for licensed brands, Joe Smith, said in a statement. “This is Collins and Devan’s first national partnership in consumer products, and we’re honored to work with like-minded innovators to bring their wildly popular challenges to their biggest fans — and introduce new fans to their world.”