MrBeast Launches Coffin Line, Announces “Last To Die” Challenge
GREENVILLE, N.C. – YouTube creator MrBeast unveiled a new line of branded luxury coffins Tuesday alongside what he described as “the most emotionally intense challenge on the internet,” a 72-hour livestream competition in which contestants attempt to remain inside the coffins longer than their opponents for a chance to win $10 million.
The product line, called Beast Caskets, was revealed in a 14-minute video titled “I Buried 100 Subscribers And One Billionaire.” Within hours, the matte-black Signature Beast coffin had sold out online, despite retailing at $4,999 before optional LED lighting packages and sponsorship integrations.
“We realized nobody was disrupting death,” Donaldson said while standing between two chrome-plated child-sized prototypes. “Every industry deserves innovation. Gaming got RGB keyboards. Funerals deserve RGB interiors.”
The launch video opens with Donaldson blindfolding ten contestants and informing them they had unknowingly agreed to “the ultimate hide-and-seek experience.” Participants were then lowered individually into climate-controlled coffins equipped with cup holders, USB-C charging ports, and a small screen continuously displaying subscriber counts.
Contestants receive one point for every hour spent underground. Additional points can be earned by watching unskippable ads from sponsors including a meal delivery service, a crypto casino, and a deodorant company marketing itself specifically to men who “haven’t seen daylight in several days.”
One contestant, 22-year-old Tyler Meadows, said he initially believed the challenge was a prank before hearing dirt hit the lid.
“At first I was scared,” Meadows said via speaker system from beneath a North Carolina parking lot. “But then Jimmy told me every minute underground feeds 100 hungry families, so now leaving feels kind of selfish.”
The coffin line itself includes several creator-focused models, including the Beast Gamer Pro, which features built-in Wi-Fi boosters and a hydration tube, and the Budget Burial Lite, described on the company website as “perfect for casual death.” Premium subscribers can also purchase the Feastables Forever Bundle, which includes a year’s supply of chocolate bars sealed inside the casket “for the journey.”
Industry analysts say the launch reflects growing overlap between influencer culture and end-of-life services.
“For years, funerals have lacked engagement,” said marketing professor Dana Hilbert of Duke University. “Young consumers want participation. They want gamification. They want to feel their passing unlocked exclusive rewards.”
The challenge escalated Tuesday evening after Donaldson announced that one randomly selected coffin contained a key to a private island, while another contained “a medium-sized snake with a really positive attitude.”
According to production staff, legal teams briefly paused filming after one contestant attempted to subscribe to rival creators from inside the coffin, which violated official challenge rules.
By midnight, the livestream had reached 38 million concurrent viewers. Fans spammed chat messages demanding Donaldson increase difficulty levels by “adding bees” or “slowly filling the coffins with podcast audio.”
At press time, MrBeast had announced next month’s follow-up event, “Survive Open Heart Surgery To Keep Whatever You Can Carry.”