MrBeast's plan to reach a new generation of fans
The world's biggest YouTuber announced a new anime-style series coming in October called "MrBeast Lab: The Descent," based on a wildly popular toy line he launched last summer.
MrBeast and his team partnered with Australia-based Moose Toys for both the animated show and his "MrBeast Lab" toys. Those action figures debuted last July and became the best-selling new toy property in 2024 across 12 leading global markets tracked by retail sales data provider Circana, the company confirmed to Business Insider.
Stephen Davis, the chief franchise officer at Moose Toys, told BI that his team had been talking with MrBeast about making an animated series for a while. The success of their MrBeast-inspired toys last holiday season convinced both sides to make an animated series that would fuel sales for new versions of their toys — and vice versa.
"With the launch of this next product line, it was the right time to now move into animation," Davis said.
Besides generating millions of YouTube views and selling tons of toys, MrBeast — whose real name is Jimmy Donaldson — is moving into animation to grow his already-massive audience, specifically by introducing himself to younger viewers.
"We wanted to create a show that was as inviting to a younger demo as it was to an older demo," Davis said.
Growing the tent to fit Gen Alpha
Animation isn't just for kids, as the recent breakout success of Netflix's "Kpop Demon Hunters" demonstrates.
Davis emphasized that point, saying that the "MrBeast Lab" show's "modern anime flavor" could help expand the fandom while also appealing to MrBeast's current YouTube subscriber base of over 418 million.
Still, industry insiders told BI they thought viewership for MrBeast's animated show would skew younger than his Gen Z -heavy following.
"He's filling a white space for his audience," said Amanda Cioletti, the VP of content and strategy for the licensing group at market-making firm Informa Markets.
Gen Alpha children, between the ages of one and 15, appear to be a target demographic for this cartoon.
Amanda Klecker, SVP of marketing and franchises at toy and kids' media company Pocket.watch, called developing both a show and toy line targeting a particular audience "a smart move."
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Davis said the audience for the "MrBeast Lab" action figures is kids ages six and older, though he added adults in the so-called "kid-ult" community also buy the toys.
MrBeast isn't the only content creator who's dabbling in toys.
Kid-focused YouTubers like Ms. Rachel, Ryan of "Ryan's World," and the girl from "Kids Diana Show" have toy lines to reach preschoolers. STEM YouTuber Mark Rober, whose audience is older, is also getting into the mix, with a toy line from Moose Toys coming in 2026.
More than a cash grab
MrBeast and Moose Toys dream of a virtuous cycle in which toy sales spark interest in their show, and the other way around.
Cioletti said that MrBeast likely launched the toys first to feel out the market before making the cartoon.
While toy sales data from Circana suggests that the MrBeast-Moose Toys tie-up is lucrative, Davis declined to comment on the terms or structure of his firm's partnership with MrBeast.
Klecker said MrBeast's approach to brand building shows he's focused on staying power across generations.
"What I appreciate about what MrBeast does is there isn't a 'label slap,'" Klecker said, referring to a hasty money grab trading on a famous name. "He's very thoughtful, it seems, about his brand building and his brand strategy."
Smart brand partnerships fulfill unmet needs, she said, adding that MrBeast seems to be on the right track so far.
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That year, according to iDesignArch, Justin, 31, and Hailey, 28, purchased a $5-million waterfront estate on Puslinch Lake near Cambridge, Ont. Simu Liu In July 2023, Shang-Chi and the Legend of the Ten Rings star Simu Liu took to Instagram with a carousel of snaps from a vacation in Muskoka. In the sun-soaked photos from Goshulak Island, the 36-year-old actor spent time on the lake boating, jet-skiing and wakeboarding with his fiancée, Allison Hsu. In his now-deleted post, the Canadian star included a caption that was nothing short of a love letter to Goshulak Island, revealing it has been his "safe haven for over a decade." The 36-year-old Barbie actor added he "lived a lot of life and seen many things in those years, but nothing quite compares to the majesty of the lake." Goldie Hawn, Kurt Russell and Kate Hudson According to Forbes, actors Goldie Hawn, 79, and Kurt Russell, 74, own property on Lake Rosseau, north of Lake Muskoka. It's where the couple have spent summer vacations with Hawn's 46-year-old daughter, Kate Hudson. In a red carpet interview with etalk at the 2023 Oscars, Hudson recalled her family's go-to pit-stop when driving up to their Northern retreat. "You got to go to Tim Hortons, and I usually just get coffee," she told Canadian TV host Tyrone Edwards. Martin Short Canadian comedian Martin Short is a big fan of Muskoka. The Only Murders in the Building star owns a cottage on Lake Rosseau and has even honoured his summer getaways in Ontario by creating a collector's coin. In 2013, the 75-year-old actor teamed up with artist Tony Bianco to create a $3 coin for the Royal Canadian Mint. The collector's item features Short's summer home, a sailboat and two Adirondack chairs. "As much as I adore the excitement of cities, it's rural Canada that has always had my heart," the Hamilton, Ont.-born star said in a press release that year. "When I'm there, I feel like I'm in heaven. More than anything, that's what Canada means to me." Mark Wahlberg and Tie Domi In August 2022, David Beckham shared a photo on Instagram posing with Canadian billionaire Jamie Salter, 63, Ted actor Mark Wahlberg, 54, and former Toronto Maple Leafs player Tie Domi, 55. In the picture, the four men flashed bright smiles for the camera and put their arms around each other. "Great few days in Muskoka," Beckham shared in the caption, alongside a Canadian flag emoji. "With family and friends. Wow, what a place. And yes, we laughed a lot and drank a little. The best." Shenae Grimes-Beech In July 2022, 90210 star Shenae Grimes-Beech shared a set of photos from her family holiday in Muskoka on her Instagram Stories. "Found a strip of pop-up shops made out of pastel-painted shipping containers in the middle of the woods. Muskoka, you're great," she captioned the first snap. The 35-year-old actress doubled down on her love for the region by sharing an additional photo of herself jet skiing, paired with the caption, "I repeat... Muskoka, you're great," alongside a Canadian flag emoji. Tom Hanks According to Forbes, Forrest Gump actor Tom Hanks has planted roots on the coastline of Lake Muskoka. The 69-year-old star owns a stunning lakeside cottage full of bay and picture windows, according to Bavarian Window Works. In the past, Hanks has shown his love for Canadians and the country's beauty. He replied to a letter from a fan in Toronto in 2016 who made a bet to see who could get a bet from a famous actor the fastest. "Toronto, huh? D— fine town," he wrote in his response, enclosed with a photo of himself. "Growing fast, all those condo towers down on the lake." Lisa Rinna and Harry Hamlin The Real Housewives of Beverley Hills actress Lisa Rinna, 62, and her Clash of the Titans-starring husband, Harry Hamlin, 73, have been taking getaways to the Muskoka area for years. They've reportedly spent many summers on Governors Island in Lake Joseph, where Hamlin's family has had a cottage for more than a century. In August 2023, Rinna took to Instagram with a carousel of photos from her summer in the region that year. "Some lake life 2023," the star captioned that post, alongside a Canadian flag emoji. Fans back then shared their appreciation for the post in the comments section. "Have the same view! It's the best," wrote New York-based stylist Leslie Fremar. "You rock," a fan added. Summer McIntosh Summer McIntosh might be an Olympic-winning swimmer, but that doesn't mean she can't spend a bit of vacation time on Lake Muskoka. 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an hour ago
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Cindy Crawford has some fans saying 'read the room' after her latest Muskoka post. What other celebrities vacation in the Canadian region?
After the model shared a photo of her U.S.-flag mug online, many shared thoughts like "ditch that mug" and "nope on the flag cup." Cindy Crawford is soaking up the sun in Ontario's cottage country, but many Canadians are still keeping their elbows up — and extending that rallying cry to the supermodel. This week, the 59-year-old star shared her latest carousel of photos from the Muskoka region, but one photo left many fans questioning her decision as she enjoys Canada this summer. "Lake life," the Illinois-bred model captioned her post alongside a red heart emoji. The photos in her post included a selfie, a snapshot of herself paddleboarding, various food pictures and a candid image of her husband, 63-year-old Rande Gerber, playing a board game. But one photo she posted featured a slice of toast topped with peanut butter and a bunch of blueberries, sitting on a plate beside a white mug featuring a version of the U.S. flag. While some fans raved over the supermodel looking "eternally youthful and gorgeous," others raged over Crawford showing off her American roots in Canada amid a trade war sparked by President Donald Trump. "[A] Canada cup would be nicer since you're enjoying our beautiful, peaceful country," one person penned along with a Canadian flag emoji. "Would be wise to take down the U.S. mug photo, if you are here enjoying our country," another suggested. "Wrong mug. Read the room," someone chimed in. "If you're in Canada, get rid of the U.S.A. mug. We like you, but our ground, our flag," a commenter added. It's not the first time Crawford has left some of her fans "disappointed" this summer. In July, she shared a few photos taken at a lakeside property in the region, featuring a photo of herself in a boxing stance with 30-year-old YouTube personality Logan Paul. "What happens at the lake, stays at the lake," Crawford captioned her post, including a hashtag for "Camp Salter," referring to the lakeside property Canadian billionaire Jamie Salter, 63, owns in Muskoka. The other pictures in her Instagram upload showed Paul posing alongside Crawford's husband and Salter, along with a larger group photo featuring multiple people wearing hoodies with "Camp Salter" written on the chest. In the comments section of that post, some showed their appreciation for Crawford's return to Ontario cottage country. But many of the comments called out Crawford for spending time with Paul, who has faced numerous controversies since he started posting on social media more than a decade ago. Some fans expressed shock over the post, noting they'd now be unfollowing the model. "Embarrassing! You're Cindy Crawford. What the h— are you doing with Logan Paul? Wow," one person questioned. "Wow, MAGA lovers in Muskoka?!? This is very disappointing. You are visitors to our beautiful country that your leader wants to annex. This post ain't it," someone else chimed in. "Cindy….sister… delete this," another added. "Who would've ever thought I'd have to unfollow Cindy Crawford," someone shared. Over the years, Paul has faced numerous instances of backlash, from a December 2017 incident where he vlogged inside Japan's "suicide forest" to creating a health concern in mid-2023 with his Prime energy drinks. He and brother Jake Paul, 28, were also among the surprise celebrities who attended U.S. President Donald Trump's inauguration this past January. The Muskoka region has long been a hot spot for celebrities looking to cool off amid warm summer weather. For years, the Ontario region has offered people a great chance to get in some swimming time and revel in outdoor barbecues as they enjoy the hotter months of the year. Between Canadian stars like Justin Bieber and Shania Twain, to A-listers including David and Victoria Beckham, it's an area that's often frequented by some of the most recognizable names in entertainment. Below are some of the many big names who have enjoyed trips to the Muskoka region over the years. Shania Twain Last October, the 59-year-old country-pop icon celebrated the Canadian Thanksgiving long weekend in the area. The "Man! I Feel Like A Woman!" hitmaker took to Instagram on Oct. 14, 2024, to share a photo of herself bundled up on a dock while sitting in a Muskoka chair. "There isn't anywhere more beautiful than Canada in the fall, and there isn't a better feeling than being warm and cozy in the crisp, cold air," she wrote. "Thankful for friends and family and this fabulous view. Heaven!" Canadian fans (and fellow celebrities) were quick to echo Twain's love of Canada. "Happy Canadian Thanksgiving!" commented fellow Canadian songstress Avril Lavigne. "It's like God dumped bright colours on all the trees. Growing up in northern Ontario, it was my favourite season," wrote a fan. While Twain spent her younger years in Timmins, Ont., she now spends some of her time a bit further south, in Ontario's Muskoka cottage country. Twain reportedly has a home in Lake of Bays. Cindy Crawford and Rande Gerber Crawford and Gerber are frequent visitors of the Muskoka region. Last August, the supermodel showed off a carousel of photos on Instagram, including snapshots of herself and loved ones enjoying the Muskoka region. Her post included various selfies of her summer getaway, as well as pictures of herself paddleboarding, posing on her speedboat and eating delicious meals. She also included more photos of her husband, along with their two kids, 26-year-old Presley Gerber and 23-year-old Kaia Gerber. They posted an intimate sneak peek inside their Lake Muskoka cottage, nicknamed "Gerber Point Lodge." "Thanks for another great summer," Crawford captioned her post, alongside a sun emoji. "Until next year." In summer 2022, Crawford also made a few Instagram posts of her time at their cabin, including a video of herself steering a boat and a carousel of photos of her husband at their lakeside property. David and Victoria Beckham Last summer, Victoria Beckham shared another series of photos from her and her family's summer spent in the Muskoka area. On Aug. 27, 2024, she posted a carousel of snapshots featuring loved ones, as well as a group photo featuring Crawford and Gerber. "Special family moments in Muskoka," she wrote with a Canadian flag emoji. "Kisses, #SalterFamily, I love you all so much!!" The 51-year-old fashion designer also tagged her 50-year-old husband David, as well as kids Romeo, Cruz and Harper. The previous summer, Victoria shared another carousel of photos from a family trip to the Muskoka area. On Aug. 7, 2023, she posted a variety of candid lake-side pictures of herself and loved ones. The post featured a picture of herself waterskiing, along with snapshots of the family enjoying the lake life. She also shared a photo of her and her husband posing with Canadian businessman Jamie Salter and his wife, Sheryl, on the water. "The most perfect few days in Muskoka with beautiful friends," Victoria captioned that post. In the comments section, people expressed their love for the English couple and welcomed them to Canada. "Come back soon! Hope you enjoyed your stay in the Muskokas!!" one person wrote, while someone else wrote, "Welcome to our playground." Austin Butler Victoria Beckham also took to social media last summer to share a video featuring husband David, son Cruz and Elvis star Austin Butler lifting a fallen tree trunk above their heads. Butler, 33, likely spent time with the Beckhams while visiting the Muskoka region with then-girlfriend Kaia Gerber, Cindy Crawford's daughter. "Did you ever think you would see Elvis and Beckham lifting a tree? Helping the community in Muskoka. I'm impressed, gentleman!" Victoria captioned her clip on Aug. 6, 2023. In the comments, fans praised Butler and the Beckhams for embracing "the Canadian way." "How very Canadian of them," a fan wrote, while another added, "they are being so helpful like friendly Canadians." Justin and Hailey Bieber While Hailey and Justin Bieber don't currently own property in Muskoka, they've rented places on Lake Rosseau and Old Woman Island on Lake Muskoka in the past, according to Hello! magazine. The couple, who welcomed their first baby together last summer, reportedly kick back in the region often. Muskoka might be one of the couple's favourite Canadian destinations, but an area closer to Toronto appeared to steal their hearts back in 2018. That year, according to iDesignArch, Justin, 31, and Hailey, 28, purchased a $5-million waterfront estate on Puslinch Lake near Cambridge, Ont. Simu Liu In July 2023, Shang-Chi and the Legend of the Ten Rings star Simu Liu took to Instagram with a carousel of snaps from a vacation in Muskoka. In the sun-soaked photos from Goshulak Island, the 36-year-old actor spent time on the lake boating, jet-skiing and wakeboarding with his fiancée, Allison Hsu. In his now-deleted post, the Canadian star included a caption that was nothing short of a love letter to Goshulak Island, revealing it has been his "safe haven for over a decade." The 36-year-old Barbie actor added he "lived a lot of life and seen many things in those years, but nothing quite compares to the majesty of the lake." Goldie Hawn, Kurt Russell and Kate Hudson According to Forbes, actors Goldie Hawn, 79, and Kurt Russell, 74, own property on Lake Rosseau, north of Lake Muskoka. It's where the couple have spent summer vacations with Hawn's 46-year-old daughter, Kate Hudson. In a red carpet interview with etalk at the 2023 Oscars, Hudson recalled her family's go-to pit-stop when driving up to their Northern retreat. "You got to go to Tim Hortons, and I usually just get coffee," she told Canadian TV host Tyrone Edwards. Martin Short Canadian comedian Martin Short is a big fan of Muskoka. The Only Murders in the Building star owns a cottage on Lake Rosseau and has even honoured his summer getaways in Ontario by creating a collector's coin. In 2013, the 75-year-old actor teamed up with artist Tony Bianco to create a $3 coin for the Royal Canadian Mint. The collector's item features Short's summer home, a sailboat and two Adirondack chairs. "As much as I adore the excitement of cities, it's rural Canada that has always had my heart," the Hamilton, Ont.-born star said in a press release that year. "When I'm there, I feel like I'm in heaven. More than anything, that's what Canada means to me." Mark Wahlberg and Tie Domi In August 2022, David Beckham shared a photo on Instagram posing with Canadian billionaire Jamie Salter, 63, Ted actor Mark Wahlberg, 54, and former Toronto Maple Leafs player Tie Domi, 55. In the picture, the four men flashed bright smiles for the camera and put their arms around each other. "Great few days in Muskoka," Beckham shared in the caption, alongside a Canadian flag emoji. "With family and friends. Wow, what a place. And yes, we laughed a lot and drank a little. The best." Shenae Grimes-Beech In July 2022, 90210 star Shenae Grimes-Beech shared a set of photos from her family holiday in Muskoka on her Instagram Stories. "Found a strip of pop-up shops made out of pastel-painted shipping containers in the middle of the woods. Muskoka, you're great," she captioned the first snap. The 35-year-old actress doubled down on her love for the region by sharing an additional photo of herself jet skiing, paired with the caption, "I repeat... Muskoka, you're great," alongside a Canadian flag emoji. Tom Hanks According to Forbes, Forrest Gump actor Tom Hanks has planted roots on the coastline of Lake Muskoka. The 69-year-old star owns a stunning lakeside cottage full of bay and picture windows, according to Bavarian Window Works. In the past, Hanks has shown his love for Canadians and the country's beauty. He replied to a letter from a fan in Toronto in 2016 who made a bet to see who could get a bet from a famous actor the fastest. "Toronto, huh? D— fine town," he wrote in his response, enclosed with a photo of himself. "Growing fast, all those condo towers down on the lake." Lisa Rinna and Harry Hamlin The Real Housewives of Beverley Hills actress Lisa Rinna, 62, and her Clash of the Titans-starring husband, Harry Hamlin, 73, have been taking getaways to the Muskoka area for years. They've reportedly spent many summers on Governors Island in Lake Joseph, where Hamlin's family has had a cottage for more than a century. In August 2023, Rinna took to Instagram with a carousel of photos from her summer in the region that year. "Some lake life 2023," the star captioned that post, alongside a Canadian flag emoji. Fans back then shared their appreciation for the post in the comments section. "Have the same view! It's the best," wrote New York-based stylist Leslie Fremar. "You rock," a fan added. Summer McIntosh Summer McIntosh might be an Olympic-winning swimmer, but that doesn't mean she can't spend a bit of vacation time on Lake Muskoka. Following the Paris Olympics last year, the 18-year-old athlete took off to her family's cottage in the area with "the girls." The Toronto-born swimmer took to Instagram last August to share a carousel of photos with her friends enjoying the lake-side relaxation time. In the photos, the women posed on a dock wearing bikinis. "I think her favourite place is our cottage up north, she's just so excited to go there," McIntosh's mom, Jill, said last summer, according to the National Post. "She loves outdoors. She loves waterskiing. She doesn't do any swimming up there — she might do a cannon ball off the dock and that's it.
