This fall, MrBeast‘s toys are getting a lore drop.
Thanks to a partnership with Moose Toys and production house Stoopid Buddy Stoodios, the MrBeast Labs toy line will expand through a series of animated shorts. The videos, which are due to arrive later this year, will build a narrative around the characters that began to arrive on retail shelves ahead of the 2024 holiday season.
The color-changing Mutators were among the first toys to come out of MrBeast Labs, the venture that got a boost from the partnership between MrBeast and Moose Toys. Upon their debut, the Mutators and other MrBeast Labs toys promptly became bestsellers. Last holiday season, Moose Toys announced that the MrBeast Labs Mutators were the top-selling toy line in the Action Figure supercategory in both September and October, per data from Circana.
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Beyond the Mutators, another piece of the MrBeast Labs line is the micro-collectibles known as Swarms. The forthcoming Shorts will introduce new toys called Hybrid Beasts, pitting MrBeast items against an enemy known as the “Shroud.”
“This is the perfect moment to take the MrBeast Lab world to the next level with animation,” said MrBeast Industries CEO Jeffrey Housenbold in a statement. “It’s an exciting new way for fans to dive deeper into the adventure and experience the world like never before.”
MrBeast is not the first creator to harness the popularity of animated storytelling on platforms like YouTube Shorts. Bonkers Toys, which has produced retail items based on the viral Skibidi Toilet universe, used fan-made content to tell stories that put its toys front-and-center.
Given his week-to-week dominance of our charts, MrBeast clearly knows a thing or two when it comes to short-form production. For this particular project, Jimmy Donaldson is getting assists from two firms that have plenty of digital media experience. Moose Toys has entered into partnerships with several high-profile creators, while Stoopid Buddy Stoodios — the company co-founded by Seth Green and responsible for his Adult Swim classic Robot Chicken — has teamed up with a wide range of media companies, including Vimeo, EA Sports, and Crackle.
Thanks to Donaldson’s massive following of more than 360 million YouTube subscribers, his animated toy videos will get a leg up once they’re cooked up in the MrBeast Lab. According to a press release, “explosive storylines” are on the way. We’ll just have to wait until the fall to see them.
