 |
| MrBeast is branching out into animation after expanding into toys in 2024. Kevin Mazur/Getty Images for YouTube |
YouTube megastar MrBeast is making a bold move into the world of animation and it's not just for entertainment. It’s part of a strategic plan to expand his already massive empire and connect with an even younger generation of fans.
In October, MrBeast (real name Jimmy Donaldson) will debut a new anime-inspired series titled MrBeast Lab: The Descent. The show is based on a toy line he launched last summer in partnership with Australia-based Moose Toys a collaboration that has already seen massive success. According to retail data firm Circana, the "MrBeast Lab" figures became the top-selling new toy property of 2024 across 12 key international markets.
Now, with the animated series on the way, MrBeast is setting his sights on a broader goal: turning his toy line and cartoon into a full-fledged franchise that introduces his brand to younger audiences and fuels a cycle of fan engagement and merchandise sales.
Why an Animated Show, and Why Now?
 |
| MrBeast partnered with Moose Toys in January 2024 and unveiled a toy line last summer. Moose Toys |
Stephen Davis, chief franchise officer at Moose Toys, told Truth Sider that conversations about animation with MrBeast had been ongoing. But after the toy line’s breakout performance during the 2023 holiday season, both parties felt the timing was perfect to move into the world of storytelling.
“With the launch of this next product line, it was the right time to now move into animation,” Davis said.
The series is designed to complement the toys and vice versa. By releasing new action figures alongside the show, MrBeast and Moose Toys hope to create a feedback loop where each fuels interest in the other.
But more than just selling merchandise, the series represents MrBeast’s broader ambition: to make inroads with Gen Alpha kids aged 1 to 15 who may not yet be as familiar with his record-breaking YouTube content.
“We wanted to create a show that was as inviting to a younger demo as it was to an older demo,” Davis said.
Aiming for Gen Alpha While Keeping Gen Z Engaged
 |
| "MrBeast Lab: The Descent" will debut in October. Moose Toys |
While MrBeast’s core fanbase has historically been Gen Z, his latest venture could bring in a fresh wave of younger viewers.
Amanda Cioletti, VP of content and strategy at licensing giant Informa Markets, told Truth Sider that launching an animated series gives MrBeast a way to reach kids in an untapped segment of the market.
“He’s filling a white space for his audience,” she said.
The style of MrBeast Lab: The Descent blends anime aesthetics with a modern flavor that’s designed to resonate with Gen Alpha while also appealing to older viewers including those already familiar with MrBeast’s brand. Animation, after all, isn’t just for kids anymore. Shows like Netflix’s Kpop Demon Hunters have proven that stylized animated content can thrive across age groups.
Amanda Klecker, SVP of marketing and franchises at Pocket.watch a company that specializes in kids’ content praised the dual strategy of launching both toys and an animated series aimed at the same demographic.
“It’s a smart move,” Klecker said, especially for building a sustainable, multigenerational brand.
More Than Just a Merch Play
 |
| Davis thinks the MrBeast animated show will be especially appealing to children. Moose Toys |
The MrBeast Lab toys are geared toward kids age six and older, but Davis noted that they’re also popular among adult collectors in the “kid-ult” demographic grown-ups who enjoy collecting nostalgic or novelty toys. That broader appeal may help the franchise find success across more than just one age group.
MrBeast’s toy line is part of a larger trend of creators branching into physical products. Other YouTube personalities, like Ryan from Ryan’s World, Ms. Rachel, and Kids Diana Show, have all launched successful toy lines for preschool audiences. STEM creator Mark Rober is also set to debut a toy collection with Moose Toys in 2026.
Still, the MrBeast approach stands out.
Rather than simply slapping his name on a toy, MrBeast appears to be taking a deliberate approach to brand development. According to Klecker, that’s a key difference.
“What I appreciate about what MrBeast does is there isn’t a ‘label slap,’” she said. “He’s very thoughtful about his brand building and his brand strategy.”
While Davis declined to reveal the specifics of the Moose Toys-MrBeast partnership, sales numbers and brand momentum suggest it’s been financially rewarding and strategically smart.
Building a Franchise That Lasts
 |
| The new "MrBeast Lab" show might spark toy sales this holiday season. Moose Toys |
This is more than a cash grab it’s a long-game strategy for cementing MrBeast’s influence across generations. By leading with toys and following with a narrative-driven series, MrBeast and Moose Toys are creating a cycle that encourages deeper fan engagement.
Amanda Cioletti noted that launching toys first gave MrBeast the opportunity to test market interest before investing in a show. The success of the figures provided proof that the franchise had legs and now the animated series will help expand that reach even further.
For Moose Toys and MrBeast alike, the potential lies in developing a strong brand that grows alongside its audience. That means entertaining today's kids and keeping them interested as they get older.
“It’s a good example of meeting a real need and building loyalty early,” Klecker said. “And so far, it looks like MrBeast is on the right track.”
