- Starting May 30, Lowe's is launching monthly Kids Club workshops and exclusive MrBeast-inspired buildable toy kits, tied to the MrBeast Lab Swarms collectible toy line.
- Three workshops are confirmed: the Swarm Launcher (May 30), Swarm Spinner (June 27), and Swarm Jet (July 25), each featuring a unique build activity for kids ages 8 and up.
- Kids who participate earn an exclusive MrBeast badge for their Kids Club aprons and a digital badge trackable in the Lowe's app, with Lowe's Swarm collectibles available exclusively in-store.
- This expands on Lowe's and MrBeast's first partnership in June 2025, when they launched the Lowe's Creator Network and a dedicated MrBeast DIY storefront. Lowe's is also the exclusive building partner for Season 2 of Beast Games.
Lowe’s is taking its growing partnership with MrBeast to the next level. Beginning May 30, 2026, the home improvement giant is launching an exclusive series of MyLowe’s Rewards Kids Club workshops and buildable toy kits built around the MrBeast universe, available across its 1,750+ stores nationwide.
The kits are tied to MrBeast Lab Swarms, a hugely popular collectible toy line, and each monthly drop includes all the build pieces plus exclusive Lowe’s-only collectibles like the Swarm Launcher, Swarm Spinner, and Swarm Jet. Kids who build in-store earn a one-of-a-kind MrBeast badge for their Kids Club apron.
The deal deepens a relationship that started in June 2025 with the Lowe’s Creator Network, the first home improvement creator network, which also included a curated MrBeast DIY storefront and Lowe’s serving as the exclusive building partner for Season 2 of Beast Games. This is a partnership that’s only gotten bigger.
Lowe’s has been aggressively signing cultural names: the retailer recently launched an “Epically More Messi” summer campaign with Lionel Messi and previously tapped Aja Wilson and Jalen Brunson for a basketball-themed campaign.
For MrBeast, the Lowe’s deal fits right alongside his recent brand moves. Beast Industries’ CEO Jeffrey Housenbold has noted that they turn down seven- and eight-figure deals regularly, only aligning with brands that feel contextually authentic to creator Jimmy Donaldson’s audience. Recent partnerships include DoorDash (May 2025) and Boxbollen (December 2025), alongside his own brands like Feastables.
As of May 2026, MrBeast is the most-subscribed YouTube creator in the world with over 650 million subscribers across his channels, and Beast Industries was valued at $5 billion at the close of 2025.
Takeaways
This is a smart, layered play by both sides. Lowe’s isn’t just selling kits, it’s converting MrBeast’s massive Gen Alpha fanbase into foot traffic, loyalty program sign-ups, and long-term family customers.
Lowe’s research showed children have a strong influence on where their Millennial parents shop, meaning this deal is as much about capturing parent wallets as it is about keeping kids off screens this summer.
For MrBeast, embedding his brand inside a physical retail experience with exclusive collectibles extends his universe far beyond YouTube and reinforces the “MrBeast as a brand ecosystem” playbook that Beast Industries is clearly executing.
The timing is also deliberate, summer is the highest-stakes period for family retail, and Lowe’s is signaling it wants to own that seasonal moment with cultural partnerships rather than discounts alone.
Could this model, a digital creator powering in-store experiences, become the new template for how retailers win over Gen Alpha families? Could the success of this program push MrBeast to expand his physical retail footprint even further beyond Feastables?
