MrBeast’s toy line is crossing over into the Roblox universe

MrBeast wants to sell a lot of toys during the upcoming holiday season, so he’s bringing his action figure line to Roblox. A partnership between Moose Toys and Gamefam will turn a popular Roblox game into a showcase for the MrBeast Lab Swarms, which can be purchased from retailers like Walmart and Target.

Starting on October 17, Roblox users will be able to discover MrBeast content within Untitled Fling Game, an experience published by Gamefam. An event will center around the MrBeast Lab Mega-Tech Mutators, one of the character groups featured in the product line MrBeast launched alongside Moose Toys. Players will get the chance to “meet” the mutilators while going on themed quests and collecting in-game rewards.

Since debuting the Swarms in 2024, MrBeast and Moose Toys have promoted the line across multiple mediums. An animated series inspired by the toys has picked up 66 million views to date, and a partnership with Lowe’s gave kids a space where they can tinker with the build kits that are part of the Swarms line.

Extending that promotional strategy into Roblox connects MrBeast Lab Swarms to a platform that reaches 144 million daily active users. MrBeast content previously showed up on Roblox in the lead-up to the first season of Beast Games

, and some of the platform’s top creators have released content that mimics the tone of a typical MrBeast upload.

In this case, MrBeast’s trip to Roblox is guided by Gamefam. The development firm brings brands into Roblox by pairing them with games that fit each client’s specific approach. During the 2026 World Cup, for example, Gamefam brought official FIFA assets to a game previously known as Super League Soccer.

The Untitled Fling Game team-up is the fifth collaboration between Moose Toys and Gamefam. “Roblox continues to be a key media channel for Moose Toys to introduce franchises to fans ahead of the holidays, and MrBeast Lab is in store for a huge season,” said Moose Toys Senior Director of Media Katherine Resto in a statement. “Like we saw with our campaigns over the past few years, Gamefam’s understanding of what resonates with players in the Roblox ecosystem is unmatched, from toys to shows. As younger generations spend more time gaming, our longstanding partnership with Gamefam continues to be invaluable.”

As invaluable as the partnership may be, Moose Toys is hoping that the Untitled Fling Game takeover translates to real-world sales during the holiday season. At the very least, MrBeast fans will be able to get their hands on the latest (virtual) swag to come out of the superstar creator’s lab.