The STEM category has long been recognised for its educational benefits, but capturing the attention of kids has often been its biggest challenge. Today’s consumers expect more than a learning outcome. They want entertainment, excitement and experiences they can share. That shift is creating new opportunities for brands that can combine education with genuine play value.
CrunchLabs by Mark Rober is a strong example of this evolution. Developed through a partnership between Australian toy company Moose Toys and former NASA engineer and global creator Mark Rober, the range is designed to make science accessible through hands-on experimentation while delivering the excitement and spectacle kids expect from today’s toys.
Rather than positioning STEM as educational first, CrunchLabs focuses on curiosity, creativity and problem solving through play. The range spans chemistry, engineering, aerodynamics and physics with products inspired by some of Mark Rober’s most iconic experiments, including Elephant Toothpaste Blast, Egg Drop Challenge and Squirrel Dash Game, alongside inventive new experiences that encourage kids to build, test and experiment.
The result is a range that sits comfortably alongside action toys and games while introducing a fresh audience to STEM through play.
“CrunchLabs is about making science something kids genuinely want to engage with,” says Ange Perkins, Senior Brand Manager, Moose Toys Australia. “By combining Mark Rober’s incredible ability to make STEM entertaining with Moose’s expertise in creating innovative play experiences, we’re helping inspire curiosity and confidence through products that kids will come back to again and again.”
Rober has become one of the world’s most recognisable science communicators, building a global following through entertaining engineering challenges and larger-than-life experiments.
His YouTube videos regularly attract hundreds of millions of views, while his Netflix series has introduced his content to an even broader family audience. That combination of trust, entertainment and scientific credibility gives CrunchLabs a unique position within the toy market and provides retailers with a brand that already enjoys significant awareness before shoppers even enter store.
A key point of difference is the way physical play is supported by digital content. Every product includes exclusive video content from Mark Rober, accessed via QR code, where he explains the science behind each activity. Rather than replacing play, the videos extend the experience, helping kids understand why each experiment works while reinforcing confidence through discovery.
This approach reflects a broader trend across the toy industry, where successful brands are creating connected play experiences that continue beyond opening the box. For retailers, that translates into products with stronger engagement, greater replay value and a compelling story that resonates with both kids and parents.
As one of Australia’s leading toy companies, Moose Toys continues to identify opportunities where innovation can reshape established categories. The launch of CrunchLabs demonstrates how the business is applying its expertise in play to STEM, creating products that are entertaining first while naturally encouraging learning through experimentation.
As demand for meaningful, screen-balanced play continues to grow, STEM remains an important category for retailers. Brands that successfully combine trusted personalities, engaging content and hands-on experiences are well placed to attract a new generation of consumers who want to discover, experiment and play on their own terms.
CrunchLabs by Mark Rober is available now at BIG W and leading independent toy retailers across Australia.
This article also appeared in Edition 22 of The Toy Universe Magazine
