On September 16, 2018, The Game Theorists YouTube channel released a video titled What is MatPat HIDING?. The Holiday Merch ARG What is MatPat Hiding? The first 100 players to solve the puzzle received a prize for completing it so quickly. Players found the password to be t#30r%, from the merchandise bags. Players were greeted with one final 6 character password to put in.

This decoded to THE THEORIST GATEWAY DOT COM, and led players to a new website. Keen eyed investigators saw that Matpat's blinking was actually Morse code, seen below: This website showed a A 1:00 minute video of MatPat's face with big eyes surrounded by a weird background a rays coming from his head. When spelled sequentially, they would spell a website name: All of the eyes of the characters in the notebook had letters located within them. The next clue would be hidden in the Game Theory Journal. The 6 spelling errors could then be rearranged to spell 't#30r%' (pronounced 'theory'). The 6 spelling errors were all in place of the letter 'o' in the word 'theory'. Some people who purchased the merchandise noticed 1 of 6 spelling errors on their carrier bag that the item was stored in. Although the clues necessary to complete the puzzle were hidden in merch, no purchase of said merch was necessary to complete the puzzle. On, MatPat announced on his twitter account that New Merch had been released, and that a puzzle involving the merch was also created.

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