Brand

Lowe’s Partners With MrBeast to Launch In-Store Kids Club Workshops This Summer

Published on May 20, 2026

Lowe’s is bringing YouTube creator MrBeast (Jimmy Donaldson) into its stores this summer through a new series of children’s workshops and exclusive buildable toy kits, as the home improvement retailer looks to grow its relevance among younger consumers and their parents.

Registration opened May 18 for the “Kids Club x MrBeast” workshop series, which launches May 30 across all 1,750+ Lowe’s locations nationwide. Designed for children ages 8 and older, the workshops center on building MrBeast-themed toy kits tied to MrBeast Lab Swarms, a collectible toy line with more than 100 items. Each kit is priced at $14.98 plus tax and includes exclusive Lowe’s-only Swarms collectibles.

According to the announcement, three workshops are scheduled for summer 2026: the Swarm Launcher (May 30), the Swarm Spinner (June 27), and the Swarm Jet (July 25). MrBeast will earn royalties from toy sales.

Children who complete a workshop earn an exclusive MrBeast badge for their Kids Club apron and a digital badge trackable within the Lowe’s app. Participation requires a MyLowe’s Rewards membership and purchase of the workshop kit. Quantities and spaces are limited.

Targeting Gen Alpha Through a Creator Partnership

Lowe’s Chief Marketing Officer Jen Wilson told Business Insider the company aims to sell out of both workshop spots and toys, and views the initiative as a driver of app registrations and in-store traffic. “If we’re not selling out or selling through, then we’ve missed the mark,” Wilson said.

The retailer is also pursuing what Wilson described as a “viral and trending” product strategy, which has previously included mini tool boxes and seasonal candles. “These are sort of the lipstick effect of home improvement,” Wilson said. “Give me a small, impulsive item that I can buy that makes me feel good, that brings me joy.”

Wilson has also pointed to Gen Alpha’s purchasing influence as a factor in the partnership’s rationale. “Gen Alpha actually has a larger influence on where their parents shop and what they purchase than any other influence,” she told Business Insider. Lowe’s internal research found that 87% of Gen Alpha parents want to improve their connection with their children through DIY activities.

“I have been obsessed with building things since I was a kid,” Donaldson said in the announcement. “I’m psyched about the Kids Club partnership with Lowe’s because we’re giving kids more access to being creative and seeing their own projects come to life.”

The workshop series extends a partnership that began in June 2025, when Lowe’s launched the home improvement industry’s first creator network with MrBeast as a headline partner. Lowe’s is also the exclusive building partner for season two of “Beast Games,” the Amazon Prime Video unscripted series. Retail analyst Neil Saunders of GlobalData told Business Insider the strategy serves a longer-term purpose beyond brand visibility: “It’s a sort of way of seeding demand for the future.”