If you’re sick of MrBeast, no you’re not, says the CEO of the MrBeast company. In a new piece in Bloomberg, Jeff Housenbold, CEO of Beast Industries, says he plans to turn Jimmy Donaldson — you know, the man who still hasn’t learned how to properly smile — into an icon similar to Mickey Mouse.

That’s not hyperbole — he literally compared Donaldson to Mickey Mouse.

According to Bloomberg, Housenbold pitched MrBeast as the company’s Mickey Mouse while Beast Industries became something like the Walt Disney Company, i.e., a diversified entertainment conglomerate. This involves building out “a MrBeast cinematic universe” including, potentially, an “animated series, a comic book, a TV show and toys.”

So basically, get ready for three years from now when your worst coworker will tell you about how the MrBeast show “isn’t actually that bad” and that “there’s a lot of stuff in there for adults.”