Australia’s Moose Toys is looking to reinvigorate the action figure category with its new Beast Lab interactive playset brand.

Similar to the Aussie toyco’s popular Magic Mixies plush and doll line, the Beast Lab toys will give kids ages five and up the ability to “create” their own surprise action figure. An initial drop of Beast Lab playsets starts in the US through e-commerce retailers on September 1, and the range will roll out onto store shelves in October.

Moose is looking to recreate Magic Mixies’ retail success, but the Beast Lab products skew more towards boys than girls. Kids can add five different ingredients to the lab’s beaker-like chamber, where a shark-inspired action figure is waiting. The toy will let off sounds, lights and mist before opening up to reveal an electronic action figure (complete with weapons and spring-loaded gimmicks).

During last year’s holiday season, the Magic Mixies crystal ball and magic cauldron products were the number-one and number-three top-sellers globally in the special feature plush category, according to Circana.

Moose also has a CG-animated Beast Lab series in development to build out the brand. The toyco’s internal entertainment team is heading up the show’s creative direction and production, with Mexico-based Demente Animation Studio handling the animation.

The digital content revolves around teen genius Alex, who discovers a crystal that lets him make beasts that can fight back against the monsters attacking his city. Moose released a trailer for the series last week on YouTube, and it already has more than 400,000 views. The toyco has executed a similar strategy for Magic Mixies, which also has an ongoing 2D-animated series on YouTube and Netflix, produced by Australian animation studio Pixel Zoo (seasons one and two) and Brazil-based Alopra (season three and onward).

Photo courtesy of Michael Simon