MrBeast Lab’s toy mutants are breaking into the world of UGC through Roblox.
Moose Toys and Gamefam are launching a limited-time event this Saturday in Untitled Fling Game, where players can fling mutation liquid at MrBeast Lab characters, in an effort to free them from their containment pods. The event is part of a push by toy makers to reach kids within the Roblox community ahead of the holidays, according to a press release from both companies. Moose Toys is returning to the platform with Gamefam for a fourth consecutive holiday season, and the companies say Roblox is where Gen Alpha now discovers toys and builds wishlists.
The MrBeast Lab Mega-Tech Mutators event runs inside Untitled Fling Game from Saturday, October 17, through Saturday, November 14. The game will be free and accessible on Roblox across consoles, PCs, mobile devices and tablets. Gamefam will be hosting the event as a limited-time pop-up within its Roblox game.
Within the event, players encounter the Mega-Tech Mutators Panthar, Silver-Byte, and NecroClaw in a branded area. In the branded area, players will be asked to fling mutation liquids at each of the characters, as well as pursue quests inspired by each individual character. Additionally, players can receive in-game rewards that remain in the Roblox game after the event has concluded. Some of the character-specific quests include flinging Panthar claws, finding Silver-Byte metal objects and NecroClaw corrupted items, and hunting for a hidden Golden Variant.
MrBeast Lab is a line of collectibles and action figures that became an animated series on YouTube. The toys were named as the Number 1 new toy property in 2024, according to Circana, and the animated series has garnered more than 66 million views.
Katherine Resto, senior director of media at Moose Toys, said Roblox has become part of how the company introduces franchises to fans ahead of the holidays.
said Roblox has become central to how the company introduces franchises to fans before the holidays.
“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,” Resto said in the announcement. “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.”
The MrBeast Lab event is the latest chapter in a partnership between Moose Toys and Gamefam, which has brought five Moose franchises to Roblox, according to the companies’ press statement. They say those games have generated more than 100 million gameplay sessions and more than 650 million brand engagements. Several of the collaborations centered on the holidays, as Moose leans more on interactive games alongside traditional entertainment and retail to reach younger audiences.
After Moose’s 2024 holiday campaign on Roblox, more than 56% of players said they were more likely to buy the product line they had played with, according to the press release. The companies did not say how many players were surveyed or how the question was asked.
Alli Guglielmino, Gamefam’s senior vice president of growth and marketing, said holiday toy discovery once ran through TV commercials, catalogs and trips to the toy aisle. For today’s kids, she said, it increasingly includes the games they play every day. Roblox lets franchises become something kids experience with friends “before they ever put it on a wishlist,” she said.
Gamefam, established in 2019, runs more than 50 games in its owned-and-operated network, which the company says has drawn more than 37 billion visits. It reports more than 16 million average daily visits and more than 2 million average daily hours of gameplay.
Gamefam is also working on more than five toy lines for Roblox this holiday season across a range of games, a company spokesperson said. The company has previously worked with franchises including Monster Jam, Hatchimals and Barbie, the spokesperson said.
The MrBeast Lab event is free to play on Roblox’s Untitled Fling Game through November 14.