US: Jazwares to launch toys based on virtual block building world Roblox

Jazwares has been tapped to launch a new line of toys based on the popular block building universe videogame title Roblox.

The new line of toys features a cast of characters based on those created by players within the gaming platform’s user-generated games.

With a growing user base, Roblox has recently hit more than one million users, players who have collectively put more than 300 million hours into the game.

Leading game creators on the platform are now reportedly making over $50,000 a month in revenue as Roblox has recently made the move to phones, tablets, PCs, VR and Xbox.

Jazwares will now launch a line of 40 different mix and matchable toys based on popular characters in Roblox user-generated games. The toys will debut at retailers across the US in February.

“We’re taking user-driven content principles of Roblox and moving them into the physical world,” said Dave Baszucki, CEO of Roblox in an interview with GamesBeat..

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

The users can earn royalties based on the toy sales.

Each toy comes with a unique code that can e redeemed for exclusive virtual items.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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