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YouTuber and online personality MrBeast is pretty much everywhere on the internet, so why not expand to toy stores?

This week, the Australian company Moose Toys announced a new brand of action figures with MrBeast based on his blue panther logo. The brand and persona belonging to Jimmy Donaldson is known for his endurance challenges and charity giveaways on YouTube, where he has 234 million subscribers. In addition to raising millions for nonprofits and helping stray dogs find new homes, he's also organized over-the-top stunts with cash prizes, such as creating a real-life version of Netflix's Squid Game.

MrBeast's devoted following and fundraising track record are likely what drew the attention of Elon Musk, who publicly asked him to begin uploading his videos to X, formerly Twitter, which Musk bought last year. On January 15, MrBeast posted his first video to the platform, which within a week made more than $250,000 in advertising revenue. (It's not clear he'll continue posting his videos, which he has said "cost millions to make," to X.) In Moose Toys, MrBeast found a partner that also knows the value of a viral hit.

This isn't the first time MrBeast has parlayed his fame into selling products. He also makes a line of chocolate bars and snacks called Feastables and has a chain of virtual restaurants called MrBeast Burger.

Many brands have learned that sustaining influencer collaborations can be challenging. Beauty lines started by TikTok personalities have shut down in recent years. And MrBeast himself is currently in litigation with his partner in MrBeast Burger, Virtual Dining Concepts.

Few details about the new line have been released so far, but Moose Toys seems to think the partnership will work. According to a press release, the brand will be "a category disruptor."

"This will be the most anticipated launch of the year," Moose Toys CEO Paul Solomon said in the release. "MrBeast is wildly iconic and the biggest influencer on the planet."

A refreshed look at leadership from the desk of CEO and chief content officer Stephanie Mehta