MOOSE TOYS AND GAMEFAM DEBUT MRBEAST LAB ON ROBLOX AS TOY DISCOVERY HEATS UP ON THE PLATFORM AHEAD OF THE HOLIDAYS
Companies partner for MrBeast Lab’s platform debut right where its fans hang out and wreak havoc in Untitled Fling Game
Roblox continues to grow in importance during the holiday season as the place where Gen Alpha kids discover new toys and make their wishlists
LOS ANGELES, October 15, 2026 – Moose Toys, a leading innovator in the toy industry, and Gamefam, the leading immersive gaming and media company for Gen Z & Alpha communities, today announced toy sensation MrBeast Lab is coming to Roblox for the first time, launching Saturday, October 17, 2026 ahead of the holidays. Gamefam will host a limited-time MrBeast Lab Mega-Tech Mutators event inside its hit Roblox game Untitled Fling Game, where players will meet the Mutators, go on Mega-Tech Mutators quests inspired by each character, earn MrBeast Lab-themed in-game rewards, and, of course, fling anything and everything.
MrBeast Lab is an innovative line of collectibles and action figures that was named the #1 new toy property in 2024 (Source: Circana) and later became an animated series on YouTube with 66 million views. The Roblox event will immerse millions of players in a MrBeast Lab Mega-Tech Mutators world full of chaos:
Branded Area: Explore the MrBeast Lab area in the game, where players will engage with the Mega-Tech Mutators Panthar, Silver-Byte and NecroClaw, and fling mutation liquid at them to break them out of their containment pods.
Quest: Players will complete quests within Untitled Fling Game inspired by each Mega-Tech Mutator, challenged with successfully flinging Panthar claws, finding Silver-Byte metal objects and NecroClaw corrupted items and flinging them across the map, as well as collecting the elusive Gold Variant hidden in the game.
Rewards: Unlock MrBeast Lab Mega-Tech Mutators inspired lines to use in Untitled Fling Game long after the event ends.
The launch comes as Roblox and gaming play a growing role in how younger audiences discover and engage with the toys, characters and franchises that ultimately make their way onto holiday wishlists. For Moose Toys, which is returning to Roblox with Gamefam for a fourth consecutive holiday season, experiences like MrBeast Lab give fans the opportunity to do more than see a toy on a shelf or screen: they can interact with its characters, play inside its world and share the experience with friends.
Katherine Resto, Senior Director, Media at Moose Toys, said: “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. 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. As younger generations spend more time gaming, our longstanding partnership with Gamefam continues to be invaluable.”
The event marks the latest chapter in a longstanding partnership between Moose Toys and Gamefam that has now brought five Moose franchises to Roblox, generating 100+ million gameplay sessions and 650+ million brand engagements. Several of those collaborations have centered around the critical holiday season, as Moose has increasingly used interactive gaming alongside traditional entertainment and retail to introduce its franchises to younger audiences. Impressively, following Moose’s 2024 holiday campaign on Roblox, over 56% of players said they were more likely to purchase the respective product line after playing with the franchise on Roblox.
Alli Guglielmino, SVP of Growth and Marketing at Gamefam, said: “For generations, holiday toy discovery happened through TV commercials, catalogs and trips to the toy aisle. For today’s kids, that discovery journey increasingly includes the games they play every day. Roblox gives franchises like MrBeast Lab the opportunity to become something kids can experience with their friends before they ever put it on a wishlist. Moose has understood that shift early, and four years into our partnership, we continue to find new ways to turn its toys and characters into experiences players genuinely want to be part of."
With 50+ games in its owned and operated network, Gamefam has further cemented what’s become the #1 portfolio in immersive gaming, with 16+ million average daily visits, 2+ million average daily hours of gameplay and over 37 billion visits to date.
The MrBeast Lab activation in Untitled Fling Game is available to play for free from Saturday, October 17, 2026 through Saturday, November 14, 2026 on Roblox via most platforms and devices, including consoles, PCs, mobile and tablets.
About Moose Toys
Moose Toys exists to make kids superhappy. This purpose drives our ambition to become the most innovative toy company in the world. For us, innovation isn’t a function, it’s a mindset embedded in everything we do, from bold product design and advanced manufacturing to content creation, brand building, and global licensing partnerships.
By combining creativity with capability, we consistently create category-disrupting toys and scalable global brands, with toys available in more than 100 countries. Our award-winning portfolio spans action figures, collectibles, craft, dolls, games, plush, preschool, STEM, and youth electronics. Beyond our products, we extend our impact through the Moose Happy Kids Foundation, supporting initiatives that bring joy to children globally.
Founded in 1985 and proudly family-owned since 2001, we are headquartered in Melbourne, Australia, with operations in 10 countries, united by a shared commitment to delivering exceptional play experiences to kids and families around the world.
About Gamefam
Gamefam is the leading immersive gaming and media company for Gen Z and Alpha communities. Pairing expert brand strategists with world-class developers, Gamefam successfully delivers strategies for its brand and IP partners through an industry-leading network of games across Roblox, Fortnite and other platforms, driving reach and scale with 360-degree amplification programs informed by proprietary insights and measurement solutions. Established in 2019 as the first professional Roblox developer, Gamefam has now become the largest and most successful immersive gaming and media company, with over 37 billion lifetime visits and 16 million average daily visits across its 50+ live-operated game portfolio on Roblox, Fortnite and other platforms. Gamefam has delivered winning strategies, games and campaigns with top IP partners including Paramount, FIFA, Old Navy, Warner Music Group, adidas, the NFL, Netflix, Mattel, Sony, Sega and Samsung. The company successfully created three of the top 10 branded Roblox games of all time; three of the top five Roblox concerts of all time; and the first-ever brand integration into a Fortnite game. Gamefam’s top branded and original franchises include Sonic Speed Simulator, Twilight Daycare, Barbie DreamHouse Tycoon, FIFA Super Soccer and Car Dealership Tycoon. Gamefam has been honored by Great Place to Work®, Inc. 5000, Fast Company’s Most Innovative Companies, LinkedIn’s Top Startups, The Clio Awards, The Webby Awards and more. For more information, visit www.gamefam.com.
