Lowe's is betting on YouTube star MrBeast to lure a new generation of DIY enthusiasts. The retailer announced Monday it will roll out MrBeast-themed kids' workshops in its stores starting May 30, alongside a line of buildable toy kits tied to his Swarms collectibles brand. CMO Jen Wilson told Business Insider the company expects both the workshops and toys to sell out.
The partnership targets Gen Alpha, aiming to spark early interest in home improvement and build brand loyalty. Wilson emphasized that selling out is the goal: "If we're not selling out or selling through, then we've missed the mark." The move comes as home-improvement retailers navigate shifting consumer habits and seek new ways to drive in-store visits.
Lowe's is releasing the $14.98 toy kits and workshop placements with MrBeast earning royalties from sales. The company hopes the initiative will boost registrations on its app and encourage parents to purchase additional items during visits. The workshops will award children MrBeast badges for each completed session.
The strategy reflects a broader industry push to engage younger demographics through influencer partnerships. By aligning with MrBeast — known for his massive Gen Alpha and Gen Z following — Lowe's aims to differentiate itself from competitors like Home Depot.
Some analysts question whether a single influencer campaign can meaningfully shift foot traffic for a home improvement giant, particularly given MrBeast's past controversies. The long-term impact on brand perception remains uncertain.