The world is in danger! Time to unleash the beast!
Toy industry innovator Moose Toys combines several of its signature play patterns into what could become this year’s hottest holiday toy. Beast Lab is a first-of-its-kind interactive playset. It engages kids in an immersive experiment-based process in which they create their very own beast: a jaw-some shark-inspired electronic action figure to save the world!
To create their beast, kids activate the lab and initiate the experiment with a simulated finger scan. Step by step, they then add the necessary ingredients to the chamber, with each addition eliciting a reaction from the creature being created within. Epic roars, flashing lights and fizzing bubbles make the beaker come alive, while white Bio Mist billows around the workspace.
The intensity of the experiment amps up with each additional ingredient until it is time to drain the chamber and reveal your beast. Will you unleash the Havoc Hammerhead or the Mayhem Megashark? Equally fearsome, each figure is fully articulated, features a range of electronic sounds, and comes ready for battle with an attachable weapon and spring-loaded power punch guaranteed to take the action to a whole new level.
“Moose Toys has introduced many ‘firsts’ in the toy world and Beast Lab is the latest to fill white space to reinvigorate the action figure category,” said Paul Solomon, chief executive officer of Moose Toys in a recent press release. “With Beast Lab we’re breaking new ground and taking what we do best – using innovation to put kids at the center of the creation process. Beast Lab puts the power to ‘save the world’ in kids’ hands and the only way to do that is to create and unleash their own beast.”
Beast Lab is launching with a global marketing plan to bring the brand to life, enlisting people to “Unleash Your Beast. Save The World.” Included in the campaign will be original animated content, cinema advertising, and engaging displays. TV ads, public relations, and a number of social and digital executions are also underway. There was even a special LAB-or Day takeover earlier this month, where influencers and celebrities, like Saved By The Bell’s Mario Lopez and Tiffani Thiessen, got in on the fun.
Beast Lab is priced at $79.99 USD and is currently available for purchase online through major retailers. Receiving some well-deserved industry buzz, including a Creative Toy Of The Year nomination from The Toy Foundation, Beast Lab will be in stores beginning October 1st.
Behind the Inspiration
Toys based on the concepts of science labs have been popular with children throughout generations. Kits such as the Chemistry Experiment Lab from Gilbert Toys (1960), Remco Science Kits (1961), and the more recent Bill Nye’s VR Science Kit from Abacus Brands (2022) have all encouraged children to experiment, create, and play with STEM concepts while allowing them to discover things about themselves and the world around them. The online exhibit Science at Play: A History of Chemistry Sets offered by the Science History Institute in Philadelphia, Pennsylvania documents the growth of these influential toys.
About Moose Toys
A family-run business with a global team exceeding 600, Moose Toys is known worldwide for trailblazing toy design, development, and manufacturing. Proudly built on unshakable ethics, Moose Toys aims to make kids “superhappy” with a wide range of products that include action figures, collectibles, crafts, dolls, and games. Regarded as one of the most creative companies in the industry, Moose Toys has scooped up a number of coveted awards and can often be found developing ground-breaking content, entertainment, and worldwide licensing deals.
