[1][2][3] MOIC was founded by Maryellis Bunn, who previously served as head of Forecasting and Innovation at Time, Inc and worked as an independent consultant on design and business strategy for various companies including Facebook.

[4][6] Bunn drew insight for the company from her experience with and desire to reimagine American retail and traditional museums.

[14][15] During the official unveiling on April 12, details of the exhibits were revealed, including a "Dragon Playground", a banana jungle and the largest sprinkle pool of any MOIC location.

Kim, Kourtney, and Khloe Kardashian, Katy Perry, Gwyneth Paltrow, Ariana Grande, Blake Lively, Ryan Reynolds, David Beckham, Stephen Curry, Vanessa Bryant, among others, have all been photographed enjoying the experience with their families.

[26] MOIC has expanded its presence beyond the museum experience by developing its own ice cream brand, featuring seven distinct flavors, available at Target starting in 2018.

[5] While the company continues to produce its ice cream brand, Target has discontinued selling MOIC products.

[28] In addition to ice cream, MOIC has ventured into other areas, including children's apparel available at Target and a makeup line offered by Sephora.