New plan of 'YouTube king'

MrBeast is launching its first animated series based on its best-selling toy line, targeting Gen Alpha audiences and expanding its reach beyond YouTube.

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

MrBeast, the world's most-subscribed YouTuber, is set to launch his first animated series, MrBeast Lab: The Descent, 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 Australian toy company Moose Toys and was launched in July 2024. In just a short time, the product line became the best-selling new toy of 2024 in 12 major global markets, according to data from market research firm Circana.

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

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

Beyond YouTube videos with billions of views 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 old audiences, thanks to its modern anime-inspired animation style.

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 kids media company Pocket.watch, called it “a smart move” that combines content development with a clearly-directed commercial product.

While the toy line’s primary target 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) and 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 both parties 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