The world's largest YouTuber is releasing a series of animated shorts called Mr. Beast Lab: The Descent, a story about Mr. Beast's secret lab from which he fights the shadow monsters.
This all goes towards helping sell more toys from MrBeast Lab, Mr. Beast's own line of collectible toy figurines created in partnership with Moose Toys.
Branded content is a tried and tested strategy for selling physical toy products.
The Barbie film helped sell more dolls. The Transformers cartoon helped sell more action figures. The Lego film helped sell more toys.
But branded content needs to be executed well.
Mr. Beast has already created several videos promoting his toys but The Descent feels like a full on animated content series. It releases in October and given Mr. Beast's ambition, I'm sure he's thinking how far he can take this series.
Could MrBeast Lab turn into a full-on IP franchise?
Well even if this doesn't turn into the next Pokémon, the content would definitely help sell more toys. Given Mr. Beast's creative track record, I expect these new animated shorts to have a compelling story and be very entertaining.
As we know at PWR House, consumers wants to be entertained even more than they want to be sold to.
The idea of creating content to help sell products is a tactic that has been used for decades and is coming back into fashion now.
Whether or not you're a toy brand, you should be thinking about what compelling content formats or series you can create to sell your products.