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MrBeast’s toy line is crossing over into the Roblox universe

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MrBeast’s toy line is crossing over into the Roblox universe

MrBeast wants to sell a lot of toys during the upcoming holiday season, so he’s bringing his action figure line to Roblox. A partnership between Moose Toys and Gamefam will turn a popular Roblox game into a showcase for the MrBeast Lab Swarms, which can be purchased from retailers like Walmart and Target.

Starting on October 17, Roblox users will be able to discover MrBeast content within Untitled Fling Game, an experience published by Gamefam. An event will center around the MrBeast Lab Mega-Tech Mutators, one of the character groups featured in the product line MrBeast launched alongside Moose Toys. Players will get the chance to “meet” the mutilators while going on themed quests and collecting in-game rewards.

Since debuting the Swarms in 2024, MrBeast and Moose Toys have promoted the line across multiple mediums. An animated series inspired by the toys has picked up 66 million views to date, and a partnership with Lowe’s gave kids a space where they can tinker with the build kits that are part of the Swarms line.

Extending that promotional strategy into Roblox connects MrBeast Lab Swarms to a platform that reaches 144 million daily active users. MrBeast content previously showed up on Roblox in the lead-up to the first season of Beast Games, and some of the platform’s top creators have released content that mimics the tone of a typical MrBeast upload.

In this case, MrBeast’s trip to Roblox is guided by Gamefam. The development firm brings brands into Roblox by pairing them with games that fit each client’s specific approach.


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