Moose Toys has unveiled its latest impressive, immersive new launch: Beast Lab, tipped to be one of this year’s hottest Christmas toys.

Toy World put on its safety goggles and stepped into the laboratory to take a closer look at the new action figure play set, and spoke to Moose’s Belinda Gruebner about what went into its creation.

Moose has combined several of its signature play patterns – multi-layered creative play sets, action figures and storytelling – to create Beast Lab, which it is tipped to be one of this year’s hottest Christmas toys. From start to finish, this first-of-its-kind interactive play set engages kids in an experiment-based process as they create their own beast, ready to save the world. The star of this month’s front cover, Beast Lab will be available from October, and prior to launch has already received early toy industry buzz with a Creative Toy of the Year nomination from The Toy Foundation.

The interactive play set empowers kids to create and unleash a shark-inspired electronic action figure. To make their beast, kids activate the lab and initiate the experiment with a simulated finger scan to begin a ‘human-beast connection’. As they add creation ingredients to the chamber, sounds, lights and bubbles accompany the flow of Bio Mist, which ramps up the excitement and atmosphere. Once kids pull the emergency lever, the ingredients will drain, and a fully articulated beast will emerge: either Mayhem Megashark or Havoc Hammerhead. Each fully articulated electronic action figure has a weapon to attach to its arm and a spring-loaded power punch. For added play value, the process can be repeated again and again.

In this article, from our October issue, Belinda Gruebner, chief marketing officer at Moose Toys, tells Toy World why the company in investing in ever more interactive toys and how it is supporting the new action figure play set Beast Lab ahead of the festive season.

To find out what Belinda had to say about the innovation of Beast Lab, support for retailers, what sets the product apart and more, click here for the full feature.