- MrBeast unleashed one of the biggest brand activations ever at San Diego Comic-Con 2024, unveiling a toxic spill (and next-level toy shop) just outside the convention center.
- As convention attendees woke and began trekking to the day’s panels, thousands were greeted by a mysterious overturned tanker truck oozing blue slime across the pavement. “Jimmy’s Toxic Waste Hauling Co.” on the cab door and a “MrBeast Lab” logo on the back of the tanker were the only hints of what’s going on amongst the tons of slime.
- As fans gathered outside the tanker, mysterious workers in magenta HAZMAT suits directed to them to a line queue for their own safety.
- Suddenly, the hazmat workers opened the back hatch of the tanker to reveal a slime-filled toy store inside, showcasing the highly-collectable MrBeast Lab toys in a surreal, museum-like display.
- In truth, the stunt was developed to launch a collection of toys called MrBeast Lab. – a line of rare, ultra collectible monster beasts created in MrBeast’s secret Lab.
- Once they toured the showroom, guests were even invited to participate in a “Slime Bins Giveaway,” where they could brave dipping into bins of slime for a chance to score their own limited-edition MrBeast Labs swag.
- Guests were also able to purchase MrBeast Lab toys inside the toy shop experience via QR codes that drove to online retail sites.
- The brand partnered with R&R Partners (the creative company behind “What Happens in Vegas”) to create this one-of-a-kind activation, working closely with production company 60-grit to conceptualize, develop and staff the activation during the Con.
- If you’re interested more about how the activation came together, Matt Matzen R&R Partners and Bill Krieger Moose Toys are both available for interviews.
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