By Allison Watkinson
TLL Reporter
Moose Toys and Gamefam are bringing the MrBeast Lab toy line to Roblox for the first time, with a limited-time event beginning Saturday.
Gamefam will host the MrBeast Lab Mega-Tech Mutators event inside its Roblox game “Untitled Fling Game.” The event runs through Nov. 14 and is free to play on most platforms and devices, including consoles, PCs, mobile, and tablets.
Players will encounter three characters called Mutators, named Panthar, Silver-Byte, and NecroClaw. In a branded MrBeast Lab area, they can fling mutation liquid at the characters to break them out of containment pods.
Players can also complete quests tied to each character, such as flinging Panthar claws, finding Silver-Byte metal objects and NecroClaw corrupted items, and hunting for a hidden Gold Variant. Rewards include MrBeast Lab-inspired items that players can keep using in the game after the event ends.
MrBeast Lab is a line of collectibles and action figures that the market research firm Circana heralded as the top new toy property of 2024. It later became an animated series on YouTube that has drawn 66 million views.
“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 Katherine Resto, senior director of media at Moose Toys. “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 event is Moose Toys’ fourth consecutive holiday season on Roblox in a collaboration with Gamefam. The partnership has brought five Moose franchises to the platform, generating more than 100 million gameplay sessions and more than 650 million brand engagements.
Alli Guglielmino, senior vice president of growth and marketing at Gamefam, noted that after Moose’s 2024 holiday campaign on Roblox, more than 56% of players said they were more likely to buy the featured product line.
“For generations, holiday toy discovery happened through TV commercials, catalogs and trips to the toy aisle,” Guglielmino said. “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,” she added. “Moose has understood that shift early, and four years into our partnership, we continue to find new ways to turn its toys and characters into experiences players genuinely want to be part of,”
Gamefam says it operates more than 50 games in its owned-and-operated network, with more than 16 million average daily visits, more than 2 million average daily hours of gameplay, and more than 37 billion visits to date. The company describes itself as a gaming and media company for Gen Z and Gen Alpha audiences, with games on Roblox, Fortnite, and other platforms.
Moose Toys, founded in 1985 and headquartered in Melbourne, Australia, is one of the world’s top toy companies, with productssold in more than 100 countries.
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