The in-game activation comes ahead of the Christmas season, as Moose says gaming plays a growing role in how audiences discover and engage with toys
Moose Toys and gaming and media company Gamefam are teaming up to bring MrBeast Lab to Roblox for the first time.
From 17 October, Gamefam will host a limited-time MrBeast Lab Mega-Tech Mutators event inside its hit Roblox game Untitled Fling Game. Players will meet the Mutators, go on Mega-Tech Mutators quests inspired by each character, earn MrBeast Lab-themed in-game rewards, and, of course, fling anything and everything.
Moose says the launch comes as Roblox and gaming play a growing role in how younger audiences discover and engage with the toys. It is the fourth Christmas season Moose has brought its brand to the digital game.
Katherine Resto, Senior Director, Media at Moose Toys, said: “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. 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.”
The in-game activation includes a branded area, quests, and the ability to unlock MrBeast Lab Mega-Tech Mutators-inspired lines to use in Untitled Fling Game long after the event ends.
Moose Toys and Gamefam have now brought five Moose franchises to Roblox, generating 100-plus million gameplay sessions and 650-plus million brand engagements. Following Moose’s 2024 holiday campaign on Roblox, more than 56 per cent of players said they were more likely to purchase the respective product line after playing with the franchise on Roblox.
Alli Guglielmino, SVP of Growth and Marketing at Gamefam, said: “For generations, holiday toy discovery happened through TV commercials, catalogs and trips to the toy aisle. For today’s kids, that discovery journey increasingly includes the games they play every day. Roblox gives franchises like MrBeast Lab the opportunity to become something kids can experience with their friends before they ever put it on a wishlist.”
