After landing a blockbuster deal with Amazon and becoming YouTube’s most-subscribed creator, Jimmy Donaldson is heading back into the lab — the MrBeast Lab, that is.
That’s the name of a new toy line co-developed by Donaldson and Moose Toys, the brand known for items like Shopkins and Magic Mixies. Those two entities are working together on a full set of collectibles and action figures. The designs will capture “the ferocity of the globally recognizable MrBeast logo,” according to a press release shared by Moose Toys.
“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 in a statement. “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.”
Subscribe to get the latest creator news
Items in the MrBeast Lab line include micro collectibles called Swarms, color-changing toys called Mutators, and additional figures that will resemble MrBeast’s panther logo. At launch, all items will be available for $24.99 and under.
Both of the parties behind MrBeast Lab will support the joint venture through multiple avenues of promotions. The toys are expected to show up in MrBeast videos, which reach Donaldson’s 289 million subscribers on YouTube. Moose Toys will exhibit the line at Comic-Con International, which will return to San Diego in July.
Moose Toys discussed its partnership with Donaldson back in January. At the time, the toy brand said that its MrBeast-inspired figurines would hit shelves in the fall, but U.S.-based consumers will get access to the line a bit sooner. MrBeast Lab items will see release in July in the U.S. Expansion to other regions will come at a later date.
To keep tabs on the growing number of ventures in the MrBeast universe, Donaldson has established a unit called Beast Industires and hired a veteran of VC firm SoftBank to lead it. In the meantime, Donaldson continues to plug away on some of the biggest videos he has ever released. His Amazon show Beast Games doesn’t have an official release date, but it could take MrBeast mania to another level whenever it eventually arrives on streaming services.
