MrBeast Lab
{{Short description|Toy line of collectable minifigures}}
{{Use mdy dates|date=October 2024}}
{{Infobox toy
| name = MrBeast Lab
| image = MrBeast Lab logo.jpg
| alt = The MrBeast icon atop stylized text reading MrBeast Lab, with the "a" in Lab being a beaker
| type = Collectable minifigures
| inventor = Jimmy Donaldson (MrBeast)
| company = Moose Toys
| from = {{Start date|2024|07|25}}
| to = present
| features = MrBeast icon
| website = https://www.amazon.com/stores/page/014CEE25-218D-402D-9147-023CB9E503D6/
}}
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.
The toys, many of which resembling the MrBeast channel icon, launched to the public during San Diego Comic-Con on July 25, 2024, and became one of the largest brand activations in the event's history. Despite this, the product's launch was not announced on any of Donaldson's social media platforms for a number of days following, unlike Donaldson's sweets company Feastables had done 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.
Some months after many of the controversies surrounding MrBeast had passed, the toy line began to become more popular, and began to receive its first positive reviews by a number of publications; including the American lifestyle magazine Good Housekeeping and the Canadian bi-monthly magazine Today's Parent before the Christmas season. Further successes, including winning two awards at the Circana Global Toy Industry Performance Awards and briefly topping Amazon's toy sales in February 2025, led to a partnership with Stoopid Buddy Stoodios being organized to produce an animated series of shorts about the toys, scheduled to premiere in the fall of 2025.
History
= Development and release =
On January 25, 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.{{cite web |last1=Zahn |first1=James |title=Moose Toys, MrBeast Ink 'BEAST' of a Partnership Deal |url=https://toybook.com/moose-toys-mrbeast-licensing-deal/ |work=The Toy Book |date=January 25, 2024 |access-date=December 23, 2024}} Shortly after the announcement, both the CEO of Moose Toys, Paul Solomon, and Donaldson released statements supporting the partnership.{{cite web |last1=Lalwani |first1=Andy |title='MrBeast Lab' New Toy Line Collaboration with Moose Toys Set to Hit U.S. Shelves in July |url=https://whatstrending.com/mrbeast-lab-new-toy-line-collaboration-with-moose-toys-set-to-hit-u-s-shelves-in-july/ |work=What's Trending |date=June 25, 2024 |access-date=October 9, 2024}} On July 19, 2024, the final "MrBeast Lab" product debuted to the public via a YouTube video on the Moose Toys channel.{{cite web |last1=Shaukat |first1=Rahman |title=MrBeast Quietly Launches Toy Line Amid Recent Controversy |url=https://gamerant.com/mrbeast-launch-lab-swams-toy-line-controversy-ava-kris-tyson/ |work=GameRant |date=August 9, 2024 |access-date=October 9, 2024}} 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.
The product first appeared for purchase at San Diego Comic-Con from July 25 to 28 in a pop-up toy store in the shape of an overturned tanker truck carrying toxic waste.{{cite web |last1=Wäppling |first1=Åsk |title=MrBeast Crashes Comic-Con With The Slimiest Toy Store Ever |url=https://adland.tv/mrbeast-crashes-comic-con-slimiest-toy-store-ever |work=Adland |date=August 1, 2024 |access-date=October 9, 2024}}{{cite web |last1=Patterson |first1=Madison |title=Moose Toys' SDCC Debut Highlighted MrBeast Partnership, XOX Kweenie Line |url=https://toybook.com/moose-toys-sdcc-news/ |work=The Toy Book |date=July 29, 2024 |access-date=December 23, 2024}} The event was the first time Moose Toys had ever made an appearance at Comic-Con,{{cite web |title=Moose Toys collaborates with YouTuber MrBeast for MrBeast Lab |url=https://toyworldmag.co.uk/moose-toys-collaborates-with-youtuber-mrbeast-for-mrbeast-lab/ |publisher=Toy World Magazine |date=June 26, 2024 |access-date=October 9, 2024}} and was one of the largest brand activations ever seen at Comic-Con. 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.{{cite web |last1=Faulkner |first1=Jason |title=Is a MrBeast Lab Toy Line Really Launching Right Now? |url=https://www.comingsoon.net/guides/features/1827842-is-mrbeast-lab-toy-line-really-launching |work=ComingSoon.net |date=August 8, 2024 |access-date=October 9, 2024}}{{cite web |last1=van Wyk |first1=Adrian |title=MrBeast Releases Toy Line Amid Disturbing Allegations |url=https://www.cbr.com/mrbeast-toy-line-amid-allegations/ |work=Comic Book Resources |date=August 9, 2024 |access-date=October 9, 2024}}{{cite web |last1=Gaspich |first1=Caroline |title=MrBeast quietly launches toy line amid allegations he 'knowingly' worked with a registered pedophile |url=https://www.themirror.com/entertainment/celebrity-news/mrbeast-quietly-launches-toy-line-639262 |work=Daily Mirror |date=August 10, 2024 |access-date=October 9, 2024}}{{cite web |last1=Monaghan |first1=Becca |title=Launch of MrBeast's new toy line called "legendary bad timing" |url=https://www.indy100.com/viral/mrbeast-lab-toys-action-figures |work=Indy100 |date=August 20, 2024 |access-date=October 9, 2024}} 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. 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.
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, not satisfying a number of his viewers.{{cite web |title=MrBeast faces backlash for ignoring controversy amid new video releases |url=https://tribune.com.pk/story/2489266/mrbeast-faces-backlash-for-ignoring-controversy-amid-new-video-releases |work=The Express Tribune |date=August 19, 2024 |access-date=October 9, 2024}}
= Recent history =
Despite the negative press, the Missouri radio station KICK-FM,{{cite web |author=Quaid |title=Must-Have Holiday Toys In Missouri & Illinois: Top Picks Revealed |url=https://979kickfm.com/christmas-toys-2024/ |work=KICK-FM |date=October 21, 2024 |access-date=October 28, 2024}} the American family magazine Reader's Digest,{{cite web |last1=Hillman |first1=Marisa |title=25 Hottest Christmas Toys That'll Be Flying Off the Shelves in 2024 |url=https://www.rd.com/list/hottest-christmas-toys-to-buy-before-they-sell-out/ |work=Reader's Digest |date=October 21, 2024 |access-date=October 28, 2024}} American lifestyle magazine Good Housekeeping rated the toy a "must-have" on their top Christmas gift idea lists in October 2024,{{cite magazine |last=Geall |first=Megan |title=The must-have toys for children this Christmas, according to the experts – plus, get huge savings this Amazon Prime day |url=https://www.goodhousekeeping.com/uk/lifestyle/g61812072/best-childrens-christmas-toys/ |magazine=Good Housekeeping |date=October 4, 2024 |access-date=October 9, 2024}} and the Canadian bi-monthly magazine Today's Parent rated it one of the most trending toys of 2024.{{cite web |last1=Jaffer |first1=Alina |title=The Top Trending Toys of 2024 |url=https://www.todaysparent.com/shopping/toy-guide-trending/ |work=Today's Parent |date=November 13, 2024 |access-date=December 23, 2024}} At the 2024 Circana Global Toy Industry Performance Awards, the Beast Lab Creator Assortment won first in the category Canada's Top Selling Toy by Action Figures and Accessories,{{cite web |title=Circana Announces its Annual Global Toy Industry Performance Award Winners |url=https://www.circana.com/intelligence/press-releases/2024/circana-announces-its-annual-global-toy-industry-performance-award-winners/ |work=Circana |date=January 31, 2024 |access-date=February 25, 2025 |quote="Canada's Top Selling Toy by Supercategory: Action Figures and Accessories: Beast Lab Creator Assortment"}} and in Europe's Top Gaining Toy Property by Action Figures and Accessories.{{cite web |title=Circana Announces its Annual Global Toy Industry Performance Award Winners |url=https://www.circana.com/intelligence/press-releases/2025/circana-announces-its-annual-global-toy-industry-performance-award-winners-2/ |work=Circana |date=January 29, 2025 |access-date=February 25, 2025 |quote="Europe's Top Gaining Toy Property by Supercategory: Action Figures and Accessories: MrBeast Lab"}} On October 17, 2024, a limited edition of the mutator toy was sold at Walmart's final "Collector Con" of the year.{{cite web |last1=Lassner |first1=Erin |title=Walmart's Two-Day Collector Con Is Live: Shop Exclusive Collectibles From Movies, TV Shows and Fan-Favorite Franchises |url=https://www.hollywoodreporter.com/lifestyle/shopping/walmart-collector-con-event-shop-franchise-movie-tv-collectibles-1235957574/ |work=The Hollywood Reporter |date=October 17, 2024 |access-date=October 28, 2024}} In the first three months of 2025, it was announced the product was becoming available for purchase in Mexico.{{cite web |title=Moose Toys expands presence in Mexico |url=https://toyworldmag.co.uk/moose-toys-expands-its-presence-in-mexico/ |publisher=Toy World Magazine |date=November 8, 2024 |access-date=December 23, 2024}}
Following the conclusion of MrBeast's reality competition television series Beast Games in February 2025, a new line of "Micro Beast" toys part of the "swarms" series topped Amazon's toy charts, with over one thousand sets being sold in a week.{{cite web |last1=Chan |first1=Tim |title=Hot Off Success of 'Beast Games,' MrBeast Tops the Toy Charts With New 'Lab Swarms' Series Figurines |url=https://variety.com/2025/shopping/news/mrbeast-labs-toys-figurines-buy-online-1236313634/ |work=Variety |date=February 19, 2025 |access-date=February 25, 2025}} In the same month, an animated series of shorts revolving around the toys was announced to debut in the fall. The series was being produced in collaboration with Stoopid Buddy Stoodios, with Matthew Senreich as the executive producer and Sam Levine as the showrunner. It is set to feature the toys using technology from the lab to battle against The Shroud, a "shadowy sinister force from another dimension".{{cite web |last1=Alexa |first1=L'Wren |title=MrBeast, Moose Toys Announce 'MrBeast Lab' Animated Shorts |url=https://www.awn.com/news/mrbeast-moose-toys-announce-mrbeast-lab-animated-shorts |work=Animation World Network |date=February 13, 2025 |access-date=February 25, 2025}}
Description
The toy line primarily consists of small-scale collectable minifigures called "swarms" which stand at {{cvt|1|in}} tall.{{cite web |last1=Hartsock |first1=Bug |title=Moose Toys Launches MrBeast Lab Line with YouTube Star |url=https://toybook.com/moose-toys-mrbeast-launch/ |work=The Toy Book |date=June 25, 2024 |access-date=October 9, 2024}} 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. "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.{{cite web |last1=Ettinger |first1=Marlon |title=MrBeast new toy line drops—as he's mired in allegations over employees' inappropriate relationships with minors |url=https://www.dailydot.com/debug/mrbeast-toy-line-action-figures/ |work=The Daily Dot |date=August 19, 2024 |access-date=December 23, 2024}} Other products in the toy line include "vinyl figures", which are stylized off of the MrBeast channel logo, and "collector figures", which are {{cvt|6|in}} tall and also stylized off of the MrBeast channel logo. A limited number of 1,000 "Hyperchrome Panthers" swarm minifigures were also released in the initial launch as the 'most valuable' of the toys. Prices of the toys range between $4.99 and $24.99.
See also
{{Portal|Toys}}