Roblox turning user-designed video game characters into toys
The San Mateo company, which sees about 44 million people, mainly ages 8 to 18, play its games in an average month, is partnering with toy maker Jazwares on a new line of action figures based on characters from its most popular games.
Since launching in 2004, Roblox has built an online community based on member-created games like “Prison Life,” “Lumber Tycoon 2,” “Phantom Forces” and “Roblox High School.”
[...] branching from digital games to physical toys could be tough because Roblox is going into a crowded market dominated by popular action toys like Marvel Super Heroes and Skylanders.
The 2.5-inch-tall plastic figures, which roughly resemble Lego figurines, will all have interchangeable body parts, clothing and tools so players can create new characters, Baszucki said.