Moose Toys brings MrBeast Lab to Roblox
Moose Toys and gaming and media company Gamefam are bringing MrBeast Lab to Roblox for the first time, with a limited-time activation launching on October 17 inside Gamefam’s Roblox game Untitled Fling Game.
The event will feature MrBeast Lab Mega-Tech Mutators, allowing players to meet the characters, complete character-inspired quests, earn themed in-game rewards and fling objects throughout the game.
The activation
The activation also includes a branded area and quests, as well as the opportunity to unlock MrBeast Lab Mega-Tech Mutators-inspired lines that players can continue using in Untitled Fling Game after the event ends.
Moose said the initiative comes as Roblox and gaming play an increasingly important role in how younger audiences discover and engage with toys. It marks the company’s fourth Christmas season bringing its brands into digital games.
Katherine Resto, Senior Director of Media at Moose Toys, said Roblox remains an important media channel for introducing franchises to fans ahead of the holidays. She highlighted Gamefam’s understanding of what resonates with players in the Roblox ecosystem and described the ongoing partnership as invaluable as younger generations spend more time gaming.
More than 100 million gameplay sessions
Moose Toys and Gamefam have now brought five Moose franchises to Roblox, generating more than 100 million gameplay sessions and over 650 million brand engagements. Following Moose’s 2024 holiday campaign on Roblox, more than 56% of players said they were more likely to purchase the featured product line after engaging with the franchise on the platform.
Alli Guglielmino, SVP of Growth and Marketing at Gamefam, said gaming is becoming an increasingly important part of how children discover toys, with Roblox allowing franchises such as MrBeast Lab to become experiences children can share with friends before adding products to their wish lists.