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Showing up at Comic-Con requires more than simply showing up – it demands spectacle. With blockbuster activations and announcements everywhere, anything less than over-the-top risks going unseen.
The creative required an enormous amount of excitement to it. We were attempting to engage kids who have it all, on their way into the biggest cultural event of the year, with a toy that is entrenched in sci-fi-style expressions. Enter a 50-foot “slime” tanker, crashed right outside the doors of Comic-Con, to match the elevated level of energy and excitement. Augmenting the focal point, there was toxic sludge spilled all over; an army of hazmat workers; slime dunks; and the slimiest, most surreal toy store ever.
This resulted in a high-energy, multisensory experience that propelled the Moose Toys brand to new heights, making its launch of MrBeast Lab toys unforgettable on the biggest stage for our audience.
Moose Toys partnered with MrBeast to create the biggest toy launch partnership in the history of toys. What was needed was an idea that met the moment in equal fashion. The challenge we faced: winning the attention of kids who have everything requires understanding what excites them.
Where better to execute thrill than at Comic-Con – the mecca of sci-fi, pop culture and kid excitement?
Showing up at Comic-Con requires more than simply showing up – it demands spectacle. With blockbuster activations and announcements everywhere, anything less than over the top risks going unseen.
The creative required an enormous amount of excitement to it. We were attempting to engage kids who have it all, on their way into the biggest cultural event of the year, with a toy that is entrenched in sci-fi-style expressions.
We created a deep connection that was tangible, memorable and slimy. Spanning two days, our tanker store activation attracted 4,400+ fans and gave away 15,000 MrBeast Lab toys. Along with the help of our tailor-made influencer approach, we were able to generate over 24.7 million views of content across social. All of this helped propel MrBeast Lab toys to the No. 1 action figure sold in the U.S.
Toy marketing is everywhere these days. Kids have seen it all, and know how to sniff out an ad.
They aren’t going to listen to their parents about what’s cool. And they certainly aren’t going to take a toy brand’s word for it. So, we had to find a clever way to get their attention. We partnered with the biggest influencer on the planet, MrBeast, to rename and relaunch the world’s most exclusive collection of slimy toys – from Beast Lab to MrBeast Lab. To win the attention of kids who have seen it all, we built a 50-foot “slime” tanker from scratch. And we didn’t just drive it to the mecca of pop culture, we crashed it right outside the doors of Comic-Con. As crowds lined up in the morning, workers in hazmat suits opened the back door to reveal the slimiest, most surreal toy store ever. Fans at the tanker got to be the first to purchase MrBeast’s exclusive line of toys. We also had slime dunks where fans could dive into a “toxic-waste” barrel to win super-rare MrBeast Lab toys.
To further drive engagement, we involved an array of influencers. But we didn’t just send invitations. We built cryptic briefcases that could only be unlocked through solving a secret code. This helped drive the influencers and their tens of thousands of fans to our experience.
