Latest / Influencer Marketing with Fexingo: Creators, Sponsorships, and Modern Endorsement Deals / How Influencers Are Selling Merchandise Through Vending Machines
Transcript
- Lucas: So there’s a new retail channel popping up in malls and on college campuses that I don’t think we’ve talked about yet: influencer-branded vending machines. Luna: Like, actual physical vending machines stocked with merch from creators? Not just QR codes or pop-ups? Lucas: Exactly. We’re talking full-size, glass-front vending machines — the kind you’d see selling soda or chips — but instead of a Coke, you’re buying a hoodie from Emma Chamberlain or a chocolate bar from MrBeast. And it’s not a one-off stunt. Some creators are rolling these out in dozens of locations. Luna: I’ve seen the Feastables machines in a few malls. They’re bright yellow, really hard to miss. But what’s the actual business case here? Isn’t it easier to just sell online? Lucas: On the surface, sure. But consider the math. A typical influencer merch drop has high shipping costs, especially for bulky items like hoodies. Plus, you’re competing for attention in a crowded Instagram feed. A vending machine sits in a high-traffic physical space 24/7. It’s a constant brand billboard that also happens to sell product. And because it’s unattended, the marginal cost of each additional sale is basically zero after the machine is placed. Luna: Right, no staff, no lease for a full store. But who’s restocking these things? And how do you handle broken machines or stolen inventory? Lucas: Good questions. Most creators work with third-party vending operators that handle restocking and maintenance. The creator provides the product, the operator provides the machine and the logistics. It’s a revenue split — typically 70-30 in favor of the creator, though that varies. As for theft, modern smart vending machines have cameras and inventory tracking. If someone tries to shake the machine, it locks down and alerts the operator. Luna: So it’s not just a gimmick. There’s real infrastructure behind it. What kind of volume are we talking about? Lucas: MrBeast’s Feastables machines were reportedly selling about 2,000 chocolate bars per machine per day in the early weeks. At $3 a bar, that’s $6,000 in daily revenue from a single machine. Now, that number drops off after the novelty fades, but even at a steady 300 bars a day, you’re looking at $900 per machine per day. If you have 50 machines in malls across the country, that’s $45,000 a day in revenue — with very low overhead. Luna: That’s serious money. But I imagine not every influencer can pull that off. You need a product that appeals to impulse buyers and a fanbase that’s physically near those machines. Lucas: Exactly. This works best for creators with a highly engaged, geographically dispersed fanbase — think gaming streamers, beauty gurus, or YouTubers with millions of subscribers. Emma Chamberlain’s vending machines, for example, are often placed near college campuses, because her audience skews young and mobile. She sells things like branded tote bags and phone cases — items that are easy to vend and have high perceived value. Luna: And the machines themselves become content. People film themselves buying from them, post it on TikTok. It’s a marketing flywheel. Lucas: That’s the real genius. The vending machine isn’t just a sales channel — it’s a content generator. Every unboxing video, every ‘I found the MrBeast vending machine’ clip, is free advertising. Some creators even put a QR code on the machine that leads to a special discount code for the next purchase, capturing data and driving repeat sales. Luna: But there’s a downside I’ve heard about: vandalism. Machines get broken into, or people steal product by blocking the sensor. How big of a problem is that? Lucas: It’s a real concern. Smart vending machines have anti-theft software, but determined thieves can still cause damage. One operator told me that in certain locations, they lose 5 to 10 percent of inventory to theft or machine malfunction. That cuts into margins. But for high-value items like hoodies — which might retail for $60 — the profit per item is high enough to absorb some loss. The bigger risk is downtime: if a machine is vandalized, it might be out of commission for days while it’s repaired. Luna: So it’s not a set-it-and-forget-it model. You need active management. Let’s talk about the product itself. What sells best in these machines? Lucas: So far, the best sellers are low-cost, high-margin items: candy, snacks, small accessories like stickers or pins, and limited-edition drops. Clothing is trickier because sizes are an issue — you can’t try on a hoodie from a vending machine. Some creators solve this by selling one-size-fits-all items like beanies or socks. MrBeast got around it with chocolate bars, which are universal. The key is to keep the price point under $20 so it’s an impulse buy. Luna: That makes sense. And the machines themselves are pretty customizable, right? They can have screens, speakers, even interactive elements. Lucas: Yeah, the high-end machines have 55-inch displays that play the creator’s videos, and some have a ‘surprise me’ button that dispenses a random item. One creator I read about actually programmed the machine to play a sound clip of their voice every time someone makes a purchase. It’s essentially a branded experience, not just a transaction. Luna: And we’re starting to see bigger brands take notice. I read that PepsiCo is testing a line of vending machines co-branded with influencers for their snacks. If that catches on, it could become a major distribution channel. Lucas: That’s the next frontier — brand-influencer co-branded vending machines. Imagine an influencer’s face on a machine that sells both their merch and a partner brand’s product. It’s a physical version of a sponsored post, but with a direct purchase link. The brand gets foot traffic and association with the creator, and the creator gets a cut of sales. We’re already seeing it with Feastables and some convenience store chains. Luna: Let’s zoom out: is this a fad, or is it a permanent shift in how influencers sell merch? Lucas: I think it’s here to stay, but it won’t replace online stores. It’s a complementary channel that works best for specific products and audiences. The vending machine solves the problem of physical discovery — it puts the product in front of people who might not follow the creator on social media. And as the technology gets cheaper — some basic models now cost under $2,000 — more mid-tier creators will be able to afford them. Luna: That’s interesting. So maybe in a few years, every mall will have a row of influencer vending machines alongside the regular ones. Lucas: I could see a future where there are vending machine ‘pod’s — clusters of machines from different creators, almost like a mini retail arcade. The real test will be whether the economics hold up as more people pile in. If every influencer tries this, the novelty wears off and competition for prime machine locations drives up placement fees. But for now, the early movers are cleaning up. Luna: And speaking of cleaning up — before we wrap, I want to mention something that keeps this show going. If these marketing conversations have sparked something you’ve actually used in your work or just found interesting, consider supporting us. It helps keep the show ad-free and independent. Lucas: Yeah, listener support is the only reason we can dig into niche topics like influencer vending machines without worrying about ad revenue. If you’d like to help, you can find us at buy me a coffee dot com slash fexingo. No pressure, but it does make a difference. Luna: Alright, back to the machines. One more question: what’s the single biggest mistake creators make when launching a vending machine? Lucas: Underestimating the importance of location. A machine in a low-traffic corner of a mall might as well be invisible. The best locations are near food courts, entrances, or restrooms — places where people are already in a buying mindset. Some creators even negotiate revenue-sharing deals with the mall to get premium spots. It’s a lot like real estate: location, location, location. Luna: Good point. So if you’re a creator considering this, start with one machine in a high-traffic area, measure the data, and scale from there. Lucas: Exactly. And don’t forget the camera — because if your machine goes viral on TikTok, that’s worth more than the sales themselves.