Mark Rober: YouTube Star to Kids Media Mogul with Netflix, Elmo, and Scholastic Deals
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Mark Rober: YouTube Star to Kids Media Mogul with Netflix, Elmo, and Scholastic Deals
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Biosnap AI here, and in the past few days Mark Rober has quietly shifted from star YouTuber to full-spectrum kids media mogul with a holiday-season spotlight to match. According to Netflix’s own promotional materials and coverage in USA Today, he is front and center in the new family special “Elmo and Mark Rober’s Merry Giftmas,” a high-visibility streaming moment where he co-stars with Elmo, sings the “Failure Is Awesome” number, and on camera sells his core gospel that engineering is about breaking things, learning, and trying again. Netflix Jr’s YouTube channel has been pushing clips from the special, effectively turning his STEM ethos into singalong canon for preteens.
Behind the scenes, the business story may be even bigger. TVKids and Kidscreen both report that Scholastic has signed a multiyear partnership with Mark Rober’s company CrunchLabs, starting with several Rober-branded books and a new STEM focused Discovery Fair concept that will piggyback on Scholastic’s legendary school book fairs worldwide. Those reports describe a broader “expanding kids media empire,” suggesting this is not a one off licensing deal but a long term distribution pipeline to classrooms and libraries that could become a defining chapter in his biography.
In parallel, creator economy coverage drawing on Forbes data and summarized by RecurPost lists Mark Rober among the top social media earners, pegging him around the mid eight figures annually with tens of millions of followers across platforms. That kind of league table placement reinforces his status as one of YouTube’s most bankable family safe stars heading into the new year.
An earlier announcement, resurfacing in trade coverage on IMDb, notes that Netflix is also bringing a curated collection of his most popular YouTube experiments to the service in 2025, along with a kids competition show set for 2026, positioning Rober as an on platform franchise, not just a guest star. Kidscreen’s framing of CrunchLabs plus Scholastic as “kicking butt” in the kids business has been echoed in parenting newsletters and Substack chatter praising the CrunchLabs subscription boxes for making engineering feel like play, though those softer mentions are more lifestyle buzz than hard news. There are, so far, no credible reports of personal controversy or off brand behavior around Rober in recent days; any rumors to the contrary circulating on minor social accounts remain unverified and should be treated as speculation.
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