MrBeast Lab

Last updated

MrBeast Lab logo.jpg
TypeCollectable minifigures
Inventor(s) Jimmy Donaldson
Company Moose Toys
AvailabilityJuly 25, 2024 (2024-07-25)–present
Features MrBeast icon
Official website

MrBeast Lab is a toy line of collectable minifigures created by Youtuber Jimmy Donaldson, better known as MrBeast. After partnering in January 2024, the minifigures are produced by the Australian toy manufacturer Moose Toys.

Contents

The minifigures, many of which resemble the MrBeast channel icon, launched to the public on July 25, 2024, during San Diego Comic-Con, and became one of the largest brand activations in the event's history. Despite this, the product launch was not announced on any of Donaldson's social media platforms for a number of days following, unlike the launch of Donaldson's sweets company Feastables one year prior. The unusually quiet launch was attributed to a number of allegations against Donaldson and long-time channel collaborators including Ava Kris Tyson, which had surfaced right before the product's scheduled release. Because of these allegations, the launch was negatively reported on by a number of news agencies.

Development and release

On January 26, 2024, the Australian toy manufacturer Moose Toys announced it had partnered with American YouTuber and philanthropist Jimmy Donaldson, known online as MrBeast, to create a toy line. [1] At the time of the partnership, Donaldson had been keen on expanding his product market with products like his sweets company Feastables, while Moose meanwhile was launching partnerships with other online content creators, including the channels ChuChu TV and Collins Key. [1] Shortly after the announcement, both the CEO of Moose Toys, Paul Solomon, and Donaldson released statements supporting the partnership. [1] [2] On July 19, 2024, the final "MrBeast Lab" product debuted to the public via a YouTube video on the Moose Toys channel. [3] This debut took place shortly before the product became available for purchase, which began within the month in the U.S., and later during the fall internationally. [2]

The product first appeared for purchase at San Diego Comic-Con from July 25 to 28 [2] in a pop-up toy store in the shape of an overturned tanker truck carrying toxic waste. [4] The event was the first time Moose Toys had ever made an appearance at Comic-Con, [5] and was one of the largest brand activations ever seen at Comic-Con. [4] Despite this, the timing was regarded as especially odd by a number of news agencies. Just before, allegations that long-time channel collaborator Ava Kris Tyson had inappropriately interacted with and groomed minors surfaced, alongside allegations about other channel collaborators, and claims that Donaldson faked his videos, mistreated employees, and created a toxic working environment. [3] [4] [6] [7] [8] [9] The resulting scrutiny led to an unusually quiet launch of the new toy line, with no mention of its debut on Donaldson's YouTube channel, Instagram, X, or other social media platforms, much unlike his earlier launch of Feastables. [3] [7] The launch was possibly forced at the time it was due to a marketing agreement, as the toy line appeared to have been in the works for over a year by the time of launch. [3] [6]

On August 17, 2024, Donaldson released his first video since the allegations against him and his team surfaced, titled "7 Days Stranded In A Cave", in which he made no mention or denied any of the allegations, but instead advertised the toy line for the first time on his main account, much to the dissatisfaction of many viewers. [10] Despite all of the negative press, the Missouri radio station KICK-FM, [11] the American family magazine Reader's Digest , [12] American lifestyle magazine Good Housekeeping rated the toy a "must-have" on their top Christmas gift idea lists in October 2024. [13] On October 17, 2024, a limited edition of the mutator toy was sold at Walmart's final "Collector Con" of the year. [14]

Description

The toy line primarily consists of small-scale collectable minifigures called "swarms" which stand at 1 in (25 mm) tall. [15] The minifigures, which come packaged in a plastic test tube, are accessed by first adding water to the test tube, shaking, and then removing the minifigures from the fizz in the test tube. [2] [15] "Mutators" function similarly, with the difference being they are located in a plastic chamber rather than a test tube, and that the chemical reaction in the chamber actually colors the toy instead of just producing fizz. [2] Other products in the toy line include "vinyl figures", which are stylized off of the MrBeast channel logo, and "collector figures", which are 6 in (150 mm) tall and also stylized off of the MrBeast channel logo. [2] A limited number of 1,000 "Hyperchrome Panthers" swarm minifigures were also released in the initial launch as the 'most valuable' of the toys. [5] Prices of the toys range between $4.99 and $24.99. [7]

See also

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References

  1. 1 2 3 Gutelle, Sam (January 26, 2024). "MrBeast action figures will be coming home for the holidays in 2024". Tubefilter . Retrieved October 9, 2024.
  2. 1 2 3 4 5 6 Lalwani, Andy (June 25, 2024). "'MrBeast Lab' New Toy Line Collaboration with Moose Toys Set to Hit U.S. Shelves in July". What's Trending . Retrieved October 9, 2024.
  3. 1 2 3 4 Shaukat, Rahman (August 9, 2024). "MrBeast Quietly Launches Toy Line Amid Recent Controversy". GameRant . Retrieved October 9, 2024.
  4. 1 2 3 Wäppling, Åsk (August 1, 2024). "MrBeast Crashes Comic-Con With The Slimiest Toy Store Ever". Adland . Retrieved October 9, 2024.
  5. 1 2 "Moose Toys collaborates with YouTuber MrBeast for MrBeast Lab". Toy World Magazine. June 26, 2024. Retrieved October 9, 2024.
  6. 1 2 Faulkner, Jason (August 8, 2024). "Is a MrBeast Lab Toy Line Really Launching Right Now?". ComingSoon.net . Retrieved October 9, 2024.
  7. 1 2 3 van Wyk, Adrian (August 9, 2024). "MrBeast Releases Toy Line Amid Disturbing Allegations". Comic Book Resources . Retrieved October 9, 2024.
  8. ↑ Gaspich, Caroline (August 10, 2024). "MrBeast quietly launches toy line amid allegations he 'knowingly' worked with a registered pedophile". Daily Mirror . Retrieved October 9, 2024.
  9. ↑ Monaghan, Becca (August 20, 2024). "Launch of MrBeast's new toy line called "legendary bad timing"". Indy100 . Retrieved October 9, 2024.
  10. ↑ "MrBeast faces backlash for ignoring controversy amid new video releases". The Express Tribune . August 19, 2024. Retrieved October 9, 2024.
  11. ↑ Quaid (October 21, 2024). "Must-Have Holiday Toys In Missouri & Illinois: Top Picks Revealed". KICK-FM . Retrieved October 28, 2024.
  12. ↑ Hillman, Marisa (October 21, 2024). "25 Hottest Christmas Toys That'll Be Flying Off the Shelves in 2024". Reader's Digest . Retrieved October 28, 2024.
  13. ↑ Geall, Megan (October 4, 2024). "The must-have toys for children this Christmas, according to the experts – plus, get huge savings this Amazon Prime day". Good Housekeeping . Retrieved October 9, 2024.
  14. ↑ Lassner, Erin (October 17, 2024). "Walmart's Two-Day Collector Con Is Live: Shop Exclusive Collectibles From Movies, TV Shows and Fan-Favorite Franchises". The Hollywood Reporter . Retrieved October 28, 2024.
  15. 1 2 Hartsock, Bug (June 25, 2024). "Moose Toys Launches MrBeast Lab Line with YouTube Star". The Toy Book. Retrieved October 9, 2024.
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