Roblox turning user-designed video game characters into toys

Online video game company Roblox hopes the virtual characters created by its youthful members can become big hits in the physical toy world.

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.