Manny Stul hails MrBeast deal as “game changer” for Moose Toys

Billionaire Manny Stul has struck a mega deal to make a range of collectibles and figurines for one of the world’s most popular online personalities in a move he says will be a game changer.

Billionaire Manny Stul has hailed a groundbreaking deal his Moose Toys business has struck with the world’s most popular YouTube personality MrBeast as a “game changer” for his globally successful company.

Melbourne-based Moose Toys is a worldwide toy sensation, now boasting annual global revenue of more than $1bn from its own hits such as Magic Mixies and Shopkins and selling a range of toys from the popular Bluey television series.

Moose this week released a range of MrBeast toys and collectable figures which will also be featured on his hugely popular social media accounts.

“This is not just a good deal, it is a great deal,” Stul, a member of The List – Australia’s Richest 250, told The Australian. “This is a significant coup for us as a company.”

The YouTube channel of American Jimmy Donaldson, also known as MrBeast, is the number one most-subscribed channel in the world with more than 289 million subscribers.

Donaldson on Tuesday visited Moose’s Melbourne headquarters, a purpose-built warehouse in Moorabbin, about 15 kilometres southeast of Melbourne’s CBD, with a giant treehouse ‘growing’ up from reception to the second floor and a Douglas DC-3 plane.

Moose Toys billionaire owner Manny Stul.

“Moose Toys is always pushing boundaries to innovate in new ways and we’re going to blow up the toy industry with this line,” said Donaldson.

“Their dedication to the smallest details and challenging themselves to go beyond the point of disruption is how I approach every aspect of my brand. I’m super pumped about this partnership and know my fans are going to love it.”

Donaldson’s YouTube channel has more than 2 billion viewers monthly and has amassed more than 52 billion lifetime views.

He has been visiting Australia for the first time this week, and on Wednesday in Sydney was promoting his Feastables brand of snacks.

Forbes estimated Donaldson earned $US82m ($123m) in 2023 from advertising on his YouTube channel and sponsorship deals, and is known as one of the most financially successful online personalities in the world.

Donaldson is also renowned for his viral stunt videos, and said in Sydney he would give away 10 cars worth a combined $1m as prizes to his fans in a competition.

His deal with Moose includes a range of small-scale collectibles and action, vinyl and collector’s figures which will be on sale in the US next month and Australia in August.

“This collection is the result of two of the world’s best creators joining forces to develop the most groundbreaking new toy brand,” said Moose chief executive Paul Solomon.

“When we find partners like MrBeast, who share our irreverent spirit and appetite to disrupt, [we think] the sky is the limit. The launch is just the beginning of what’s to come for Moose and MrBeast as we continue to develop the brand to new heights.”

Moose Toys CEO Paul Solomon with MrBeast toys

Stul’s Moose has won a string of product and innovation awards around the world, with sales figures to match.

The company is run by Stul and his family, including wife Jacqui Tobias and stepson and chief executive Paul Solomon, from its headquarters in suburban Melbourne and has more than 700 employees around the world.

It now has an annual revenue of more than $1bn, a far cry from when Stul, then in semi-retirement after selling homewares firm Skansen Giftware in 2000, took over what was a struggling small business with annual sales of about $4m and 10 employees.

The son of Polish refugees who arrived in Australia in 1950 and eventually settled in wheatbelt country about 100 kilometres north of Perth, Stul founded Skansen in 1974, overseeing its growth into one of Australia’s biggest giftware companies before floating it on the ASX in 1993 and then being bought out a couple of years later.

Moose has gone on to become one of Australia’s biggest export success stories, and Stul was the first Australian to be named EY World Entrepreneur of the Year in 2016.

Solomon said Moose’s Bluey range recently became the top selling toy in the US in the Preschool toys category for the first time, surpassing rival Paw Patrol.

Its other brands include Little Live Pets, Cookeez Makery and a range for the new movie Despicable Me 4.