The toy line featuring figures based on user-generated content will launch in February.
The announcement coincides with the latest iteration of the Roblox brand, and its biggest month in history, reaching 44 million players.
The line, inspired by some of the most popular games, characters, and developers in Roblox’s user-generated universe, marks the company’s first foray into merchandising and a major entrance into retail as the company evolves and broadens its reach.
With the launch of the new toys, which Jazwares will debut at London Toy Fair, Roblox is seeking to power imaginations in the same way it inspires participants in its online platform to express creativity. Fans can take apart the characters in the physical toy line and mix and match parts to create new characters just like they can in Roblox’s virtual world. The imagination of users is also strongly reflected in the toy offerings, with a selection of playsets and characters based on the creations of some of the most popular community developers.
Additionally, each of the toys comes with a unique code that can be redeemed for exclusive virtual items.
Roblox’s CEO and co-founder, David Baszucki, said: “Over the past 10 years, we have helped power the imagination of over 44 million Roblox fans across the globe. There’s never been a better time to expand the Roblox brand with new product lines and experiences that will continue inspiring generations of creators. In partnership with Jazwares, we’ll be providing our very first offline touchpoint to allow fans to interact with Roblox beyond the screen.”
Laura Zebersky, chief commercial officer (CCO) at Jazwares, said: “Roblox has such a passionate user community which provides an enormous opportunity for us to help the brand extend the excitement of the virtual world into the physical world. Together, we have developed a diversified toy line that not only embraces the uniqueness of their user generated community, but will surely thrill their community of players.”
The full Roblox toy line will be showcased at Jazwares’ stand D99 at this year’s London Toy Fair taking place at London Olympia from 24 to 26 January 2017.