With summer just around the corner, Lowe’s is teaming up with MrBeast to provide some screen-free fun.
Those of us who grew up before the rise of the internet and smartphones tend to look back fondly on summer’s long, unstructured days. We filled our time with outdoor play, creative hobbies, and plenty of boredom, being largely left to our own devices from the time the sun came up until the streetlights came on.
While those unplugged, slower-paced days may be long gone, there is a growing interest in recreating those screen-free days for younger generations.
More than half (51%) of Americans say minimal screen time is an aspect of their childhood they’d want to recreate for their own kids, according to a survey from The Harris Poll and Instacart. To make that happen, 60% of parents say they encourage outdoor play, 52% focus on increased family time, and 49% say they look for ways to explore hobbies over summer break.
With this new partnership, Lowe’s and MrBeast are creating easy ways to cut down on screen time and bring back the creative experiences that defined ‘70s, ‘80s, and ‘90s summers.
Lowe’s and MrBeast launch hands-on summer workshops
Helping to turn that intent into action, Lowe’s and MrBeast are launching a new series of MyLowe’s Rewards Kids Club workshops and buildable toy kits on May 30.
The workshop series is inspired by the MrBeast universe and tied to MrBeast Lab Swarms, a hugely popular collectible toy line. Each month, a new buildable kit will drop. The kits will include all the necessary pieces, as well as exclusive, collectible toys like the new Swarm Launcher, Swarm Spinner, and Swarm Jet.
Priced at $14.98, these bundles can either be purchased to do at home on your own time, or bought and assembled during monthly local workshops. Kids who participate in the on-site workshops can earn a one-of-a-kind MrBeast badge to show off on their Kids Club aprons, as well as a digital version to track within their profile on the Lowe’s app.
“I have been obsessed with building things since I was a kid — it started with Lego forts and lately it’s building businesses and crazy large-scale sets for our videos,” Jimmy Donaldson, aka MrBeast, said in a statement accompanying 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.”
Lowe’s has hosted kids club workshops for more than two decades, providing families a way to bond and teaching younger generations the hands-on skills they’ll eventually need to care for their own homes and gardens.
“As a parent, you’re always looking for those moments that bring your kids closer, especially during the summer when routines shift and time together matters more than ever,” Lowe’s Chief Marketing Officer Jen Wilson said.
“What makes this partnership with MrBeast so powerful is that we’re taking something kids already love and bringing it into the real world through hands-on building experiences,” she continued. “By integrating the MrBeast universe into Kids Club, we’re able to connect with the next generation in a way that feels relevant, engaging and uniquely Lowe’s — turning digital fandom into something families can actually build together.”
The MrBeast workshops will not replace regular Kids Club Workshops, but will run in addition to the existing calendar. The first three workshops will be held on May 30 (the Swarm Launcher), June 27 (the Swarm Spinner), and July 25 (the Swarm Jet).
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Lowe’s is tapping into Gen Alpha fandom
MrBeast started out as a YouTuber, posting his first video back in 2012.
As of May 2026, he was the most popular YouTuber in the world with over 650 million subscribers across his many channels, according to Time magazine. His content covers everything from real-world challenges with ordinary people to massive giveaways to heartfelt philanthropy.
But his appeal isn’t limited to the screen. Beast Industries, Donaldson’s holding company, was valued at $5 billion as of the close of 2025, Business Insider reports, and Donaldson reportedly owns just over half of it. The company oversees all of MrBeast’s current projects, from his Feastables snack line to his various TV shows and teen-focused fintech platform, Step.
The audience for MrBeast’s YouTube videos and real-world products is overwhelmingly Gen Alpha and younger Gen Zers. By partnering with the world’s biggest creator, and his well-established company, Lowe’s has an opportunity to reel in younger generations of shoppers it often struggles to attract.
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“What we’ve been challenged with from a marketing perspective and a total brand perspective is how to drive relevancy among consumers who aren’t in the homeowner category or who desire to be in the homeowner category, but aren’t financially able to do that,” Wilson told CNBC.
In an effort to get the attention of these younger shoppers, Wilson says the retailer is working on “driving relevancy in new ways” through added events and celebrity partnerships.
MrBeast may seem like an odd choice to get Millennials’ attention, given his fanbase, but Wilson told CNBC that through Lowe’s research, the company discovered children had a strong influence on where their Millennial parents shop.
In many ways, then, this partnership is about more than toy kits and workshops. Lowe’s is betting that Gen Alpha consumers drawn in by the MrBeast connection will influence where their Millennial parents shop.
At the same time, the retailer is appealing directly to those parents by helping them recreate the nostalgic, screen-free summers they remember from their own childhoods — whether they’re homeowners or not.
