Unique Toy Line Featuring Figures Based on User-Generated Content to Launch in February; Announcement Coincides with Latest Iteration of Roblox Brand and Biggest Month in History Reaching 44 Million Players
Roblox Corporation, the largest user-generated social gaming platform, is about to go offline with the debut of an all-new toy line from Jazwares at major retail stores. 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. The expansion of the brand comes at a time when Roblox has posted its highest monthly player count – 44 million in December – and coincides with the latest iteration of its brand and launch of a new corporate website.
With the launch of the new toys, Roblox is seeking to “Power Imagination” in the same way they inspire participants in their online platform to express their 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. The Series 1 collection of toys will debut in February at top retailers across North America.
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.”
This past year has been marked by significant growth for Roblox. In 2016, the company successfully launched on Xbox One and on Oculus Rift, bringing boundless creation for the first time to the console and virtual reality and expanding cross-platform play. In fact, Roblox remains the number one free download on Xbox One since it launched on the device early last year. Through continued expansion across mobile, computer, console, and virtual reality, as well as steady active user growth, Roblox continues to remain the ultimate social platform for play.
In conjunction with the toy launch, the company has unveiled a brand new logo and corporate website reflective of their ongoing evolution that will fuel the company’s growth in the years to come.
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