Beast Lab is a first-of-its-kind playset that Moose Toys says is set to reinvigorate the action figure category.

Moose Toys has combined several of its signature play patterns – multi-layered creative playsets, action figures and storytelling – in Beast Lab, which it is tipped to be one of this year’s hot holiday toys. From start to finish, this first-of-its-kind interactive playset engages kids in an experiment-based process as they create their own beast, ready to save the world.

Beast Lab will be available in autumn this year, 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 playset empowers kids to create and unleash a shark-inspired electronic action figure. As they add creation ingredients to the chamber, crackling sounds, epic roars, flashing lights and fizzing bubbles accompany the flow of Bio Mist. Once they pull the emergency lever, the ingredients will drain and a fully articulated beast is unleashed ready for action-packed battle fun. The process can be repeated again and again.

“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, Moose Toys. “With Beast Lab we’re breaking new ground and taking what we do best, using innovation to put kids at the centreof 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.”

To create their beast, kids activate the lab and initiate the experiment with a simulated finger scan to begin a human-beast connection. Step by step, kids add ingredients to the chamber, and the intensity of the experiment amps up until it’s time to drain the chamber and unleash the beast. Emerging in the ultimate reveal is 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.

Rounding out Beast Lab’s already robust engagement, Moose is creating original animated content to inspire kids to explore their own imaginative and independent play within the Beast Lab story.

The new brand launches with a global, 360-marketing plan to bring the brand to life enlisting people to “Unleash Your Beast. Save the World.” The robust campaign includes the original content, cinema advertising and engaging lobby displays, TV advertising, PR, social and digital executions, as well as a holiday weekend takeover dubbed LAB-or Day.

Throughout the weekend, key influencers will be called upon to join Team B.E.A.S.T and be among the first receive the experiment. LAB-or Day beachgoers in major cities will be encouraged to unleash their beast through airplane banner ads and digital trucks.

In the UK, Beast Lab has an RRP of £89.99 and will be available at retail online from 1st September and in-store from 1st October. For more information, visit beastlab.com.

To celebrate the launch of Beast Lab, Moose has reunited two longtime friends: Saved by the Bell costars Mario Lopez and Tiffani Thiessen. Mario, Tiffani and their kids were “Saved by the Beast” as they used Beast Lab to create beasts to save the world.