Lowe's taps digital creator MrBeast as retailer looks to scale its Rewards Kids Club programme
Lowe’s has expanded MyLowe's Rewards Kids Club with MrBeast, bringing his MrBeast Lab Swarms IP into the retailer’s stores via workshops and buildable toy kits throughout the next year.
Each month, a new collectible kit will be available priced at $14.98 plus tax, which also includes exclusive MrBeast Swarms that kids can only collect from Lowe's, like the new Swarm Launcher, Swarm Spinner and Swarm Jet. By joining the monthly workshops, kids can earn a MrBeast badge to show off on their Kids Club aprons and 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," says Jimmy Donaldson, aka MrBeast. "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."
"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," says Jen Wilson, Lowe's Senior Vice President and Chief Marketing Officer. "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. 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."
Lowe's and MrBeast first teamed up in June 2025 with the announcement of Lowe's Creator, pitched as the first home improvement creator network, designed to help social media creators share project driven stories that build affinity for their own brands and for Lowe's. The pair curated a dedicated storefront for fans to shop MrBeat’s favourite materials, tools and DIY projects - from obstacle courses to backyard builds.
2026 RTIH Innovation Awards
Digital retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
