New plan of 'YouTube king'

MrBeast is targeting animation after expanding into toys in 2024. Photo: Kevin Mazur.

MrBeast, the world's most-subscribed YouTuber, is set to release his first animated series, MrBeast Lab: The Descent, which is set to air in October. The project is part of his strategy to expand his reach to a younger audience, especially Gen Alpha kids.

The series is based on the "MrBeast Lab" toy line he co-produced with Moose Toys, an Australian-based toy company, and was launched in July 2024. In just a short time, this product line became the best-selling new toy of 2024 in 12 major global markets, according to data from market research unit Circana.

Stephen Davis, director of franchises at Moose Toys, said the company had been in long-term discussions with MrBeast about producing an animated series. The commercial success of the toy figures during the 2024 holiday season was the catalyst that prompted the two to pursue the idea.

“This is the right time to move into animation,” Stephen Davis asserted.

Not stopping at billion-view YouTube videos or millions of products sold, MrBeast is using animation as a tool to reach an under-tapped audience. According to Davis, the production team hopes the series can appeal to both young and adult audiences, thanks to its modern animation style following the anime trend.

Amanda Cioletti, vice president of content and strategy at Informa Markets, said MrBeast is proactively “filling a gap” in its audience, while Amanda Klecker, senior vice president at children’s media company Pocket.watch, called it “a smart move” that combines content development and a clearly-directed commercial product.

While the toy line’s primary audience is children ages 6 and up, Davis notes that the adult fan base also makes up a significant portion of the purchaser base, opening up the opportunity to reach multiple consumer segments through a single content platform.

The combination of toys and cartoons is not new in the entertainment industry, but the case of MrBeast is seen as typical of the trend of content creators extending their influence into the realm of actual consumption.

In addition to MrBeast, YouTubers like Ms. Rachel, Ryan (Ryan's World) or Kids Diana Show have also successfully developed toy lines aimed at preschoolers. Even STEM YouTuber Mark Rober will also collaborate with Moose Toys to launch products in 2026.

While Davis declined to disclose the details of his deal with MrBeast, he said the two sides are hoping to create a virtuous cycle, where the cartoons attract attention to the toys, and the toys generate demand for the content. It’s a strategy that merges creativity and commerce.

Source: https://znews.vn/ke-hoach-moi-cua-vua-youtube-post1573923.html