Jazwares Debuts ‘Roblox’ Toy Line

The new toy range, which features figures based on user-generated content, is slated to launch next month.

The Roblox Corporation is taking its user-generated social gaming platform “Roblox” offline with the launch of an all-new toy line from Jazwares.

The collection–which includes a selection of play sets, characters and more–is based on some of the most popular games, characters and developers in “Roblox’s” user-generated universe and will allow consumers to mix and match parts to create new characters, just like they can online. Additionally, each of the toys will come with a code that can be redeemed for exclusive virtual items.

The toy line also marks the company’s first foray into merchandising.

“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,” says Laura Zebersky, chief commercial officer, Jazwares. “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 first series of toys is slated to debut at top retailers across North America next month.

“Over the past 10 years, we have helped power the imagination of more than 44 million Roblox fans across the globe,” says David Baszucki, chief executive officer and co-founder, Roblox. “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.”

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