Moose Toys has unveiled an innovative Roblox game integration to amplify the launch of Beast Lab by merging real-world and metaverse play.
Beast Lab, a first-of-its-kind interactive playset, engages kids in an experiment-based process to create their own beast: a shark or reptile-inspired electronic action figure.
Integral to Moose Toys’ “Unleash Your Beast to Save the World” marketing campaign, the Roblox game reflects the toy’s real-world play pattern, allowing gamers to ‘save’ Seaboard City in-game by creating and unleashing different beasts weekly for a month from yesterday (24th October).
The Roblox integration also features gaming royalty EthanGamer as an NPC ‘head scientist’, a role he announced via an exclusive video broadcast at the Beast Lab Roblox launch party, attended by influencer families and celebrity parents JB Gill and Nathan Massey at the weekend.
Hosted at Aures London, VIPs suited up for action in Team Beast lab coats, bandanas and goggles before entering a laboratory-themed space for a real-world game play demonstration of Beast Lab.
The young scientists then moved into a cinema-style immersive setting with 360-degree projection walls. EthanGamer, projected onto big screens, explained the experiment’s transition into the metaverse, before inviting the audience to become the first gamers in the world to play the Beast Lab takeover of Seaboard City.
The event kicked off a Beast Lab influencer campaign running from October half-term through to early December, designed to showcase this season’s hottest toy and must-have Christmas present to gift buyers. The concept for a Roblox integration was devised by Moose Toys’ PR agency, Highlight.
Maddi Tiscoe, head of UK Marketing at Moose Toys, commented: “We’ve reinforced our disruptive ‘Unleash Your Beast’ marketing campaign with this innovative Moose Toys Roblox activation. The idea was born from wanting to engage kids where they are spending the most time, and this in-game experience perfectly identified a way for us to flit between real-world and metaverse play at our campaign launch.”
She added: “Beast Lab is a toy that’s breaking unchartered ground, using new-age tech to put kids at the very centre of the creation process. Building Roblox into this multi-platform launch plan encapsulates how Beast Lab is capturing kids’ imaginations, to become the toy to smash through the action figure category in 2023.”
The content partnership with EthanGamer, which saw him showcase this process to his YouTube followers and tease the upcoming Roblox takeover in a video, has already clocked up 120k views.
Beast Lab is available now.