Moose Toys, the company behind MrBeast‘s Lab toy line, has chased Netflix‘s heels twice now with new creator deals.
In the last couple days, Moose Toys has unveiled partnerships with both Mark Rober and Salish Matter. These two creators are among YouTube’s top talent in very different niches (Rober, a former NASA engineer, is firmly STEM, while Matter is challenge and teen lifestyle) but they have one thing in common: each has a development deal with Netflix.
Rober signed with the streamer in August 2025; his deal brings some of his previous YouTube content to Netflix, but also has him developing a new “kids and family competition series” with Jimmy Kimmel.
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Matter, meanwhile, joined Netflix this month. Her deal is Netflix’s biggest creator grab yet: The streamer said she and her father Jordan Matter will “continue to develop their fan-favorite franchises alongside new projects exclusive to Netflix across scripted, unscripted, and animated series,” and will also work with Netflix on “consumer products and experiential offerings.”
Moose Toys announced its deal with Rober Feb. 10, and its deal with Salish Feb. 11.
For Rober’s deal, Moose is working with him and his STEM subscription box company CrunchLabs, which launched in 2022 and offers monthly kits shipped out for kids who are into science, math, and engineering.
The toys in Moose’s line are similarly STEM-oriented, meant to display principles like torque, force, and mechanical advantage. One, for example, is an “Elephant Toothepaste Blast” promising kids an eruption up to 15 feet tall. Another is the “Egg Drop Challenge,” where kids drop an egg cradled in plastic struts and supported by a little parachute, hoping it won’t crack when it hits the ground.
“I love seeing science click for kids, so combining that with Moose’s innovation is magic. These toys are engineered to deliver huge, blow-your-mind, ‘wait, that’s how it works’ moments,” Rober said in a statement. “Each toy will have a dedicated video from me showing the science behind how it works. Not only do you get the coolest toy, you actually learn the engineering behind it. I’ve always believed STEM toys could be way better, and our CrunchLabs line is what I always wanted when I was a kid.”
Rober’s line will come out on brick-and-mortar and ecommerce shelves this summer.
As for Salish, her deal is “a long-term brand and licensing partnership,” Moose said in a press release. Unlike with Rober, it didn’t say exactly what products it plans to release, but promised they’ll involve “trend-forward design, lifestyle personality and collectability for kids and tweens” and will be “inspired by Salish’s interests, aesthetic, and emotional connection with her audience.”
Salish will serve as co-creative director, it added.
“I want this brand to feel fun, positive and relatable. Something people of all ages can connect with,” Salish said in a statement. “It reflects my personality, my everyday lifestyle, and what I love, and working with Moose helped bring that vision to life in such a cool way.”
Ronnie Frankowski, Moose Toys’ CEO, added, “This partnership reinforces Moose’s position as the destination for the world’s biggest and most influential creators. The Salish line represents an evolution that moves beyond brand collaborations to building owned brands with long-term potential. Salish resonates strongly with kids and tweens through her authenticity, creativity, and relatability, making her uniquely positioned to translate influence into a successful consumer brand.”
Moose said the deal builds on a previous partnership with Salish, where she released a four-product collection of slimes as part of its Gui Gui line.
“The collaboration demonstrated her ability to drive excitement at retail and validated the strength of her connection with her audience,” it said. “Building on that success, the new partnership evolves into Salish’s own standalone brand.”
Her first Moose toys are expected to launch into retail at the end of 2026.
