Roblox expands into physical toys business

Initial range of 40 user-created figures

Roblox expands into physical toys business

User-generated game platform Roblox is launching a toy range based on player-designed characters.

The Roblox platform was originally launched in 2006 and is now available on iOS and Android as well as PC, Mac and Xbox One. In December it had more than 44 million monthly active users.

The platform's suite of creation tools allows players to develop their own games within Roblox's block-based world, and even monetise them through the accumulation of in-game currency Robux - which can be converted to real money.

This philosophy is continuing in the toy range, the product of a partnership with toy manufacturer Jazwares, with an initial range of more than 40 characters taken directly from user-generated games within Roblox.

Building revenue

Those responsible for the initial design of the characters in question will be able to earn royalties from toy sales.

“We’re taking user-driven content principles of Roblox and moving them into the physical world,” Roblox CEO Dave Baszucki told Venturebeat.

“We have 40 characters in the first wave, all of them created by our users. These are stories powered by the creativity of our community.”

Each toy can be disassembled, with fans invited to mix and match parts to form their own new creations. All Roblox toys also come with a unique code which grants the owner some exclusive in-game items.

The Roblox toy range will be launched across North America in February.

Features Editor

Matt is really bad at playing games, but hopefully a little better at writing about them. He's Features Editor for, and has also written for lesser publications such as IGN, VICE, and Paste Magazine.