Consumer Products

New Roblox toys launch exclusively at Walmart

The user-generated gaming platform continues its CP push with a new line of action figures available exclusively through Walmart’s website and stores.
December 6, 2017

User-generated gaming platform Roblox has launched a new range of action figure toys, available exclusively through Walmart’s website and retail locations. Created by Jazwares, the Celebrity Collection includes game packs and playsets inspired by top Roblox games like Top Roblox Runway Model and Neverland Lagoon. Additionally, each figure comes with a code for a virtual item that can be added to a player’s wardrobe on Roblox.

The new line can be mixed and matched with existing Roblox action figures, which were launched by Jazwares earlier this year. (That initial offering includes 40 action figures that can be taken apart and customized.)

Jazwares will support the new Celebrity Collection with a number of events at Walmart stores in Florida and Tennessee this month. The events will feature giveaways, downloads, photo opportunities and activities.

Last month, Roblox inked a licensing deal with Texas-based Bioworld to release branded apparel in stores across North America. The all-ages apparel line includes shirts and sweatshirts featuring the Roblox logo and characters, and is available at US Kohl’s stores.

Roblox’s consumer products push comes as the platform continues to grow in popularity, boasting more than 64 million active monthly players and 1.9 million independent developers.

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Elizabeth Foster is Kidscreen's Copy Chief & Special Reports Editor. Contact Elizabeth at


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