What if your kid’s favorite YouTuber could also make them fall in love with science? That’s exactly what CrunchLabs is doing — and today, Jim Lee, the company’s President and COO, reveals how.

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In this episode of The Business of Creators, Ian Shepherd sits down with Jim to explore how CrunchLabs transformed from a kitchen-table idea with Mark Rober into a multimillion-dollar creator brand redefining STEM education. From high-tech toy kits to school curriculums and viral collaborations, Jim shares the blueprint behind building a purpose-driven creator business that’s both wildly fun and deeply educational.

Topics Discussed:
- How CrunchLabs launched and scaled with Mark Rober
- Building and testing subscription products like BuildBox and HackPack
- Using content and physical products to spark interest in STEM
- Collaborations with Dude Perfect, chess.com, and more
- The future of CrunchLabs in the classroom

What You’ll Learn:
- The behind-the-scenes story of a top creator brand's launch and growth
- How to pair content with products to create powerful engagement
- What it takes to keep kids (and adults) excited about STEM
- How creators can expand into education without losing their brand magic
- Practical advice on testing, partnerships, and authentic storytelling

Listen to learn actionable strategies to grow your creator business — and don't forget to subscribe to the channel for more insights on the business of creators!