Unspeakable and Aphmau are getting boxy.
The creator duo—who together have more than 50 million subscribers on YouTube—just launched a new kids’ juice brand, JuiceBlox, into Walmart stores across the United States.
JuiceBlox (as you can see from the imagery above) is targeting young fans of video games like Minecraft and Roblox, and aiming to have them take a sip of that lo-fi graphics feel along in their lunch boxes.
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Night, the talent management company that reps both Unspeakable and Aphmau (along with other major names like MrBeast, Dream, Hasan Piker, and Safiya Nygaard), helped develop JuiceBlox through its venture studio Night Labs.
Night tells Tubefilter that Unspeakable and Aphmau were “sought after by Walmart,” which is looking to bring in more creator-led brands after the successes of things like MrBeast’s Feastables and Ryan’s World toys.
“The launch of JuiceBlox in Walmart stores across the country is a testament to the growing prominence of digital creators and the impact that their audiences can have in the physical retail world,” Reed Duchscher, Night’s CEO, says. “After years of producing Gen Alpha’s favorite content on YouTube, Unspeakable and Aphmau have launched the first creator-led CPG brand made for kids. The result is a healthy juice that everyone can enjoy. This is an important milestone as the speed and scale of creator-led brands reach new levels.”
JuiceBlox products are billed as all 100% juice with no added sugar and non-GMO ingredients. Each box comes with a QR code that, when scanned, will take kids to creator-led minigames and experiences “for a chance to win meet-and-greets, free merch from creators, or monetary awards,” the brand says.
JuiceBlox went on sale April 8 in 4,500 Walmart locations.