Roblox Announces Line of Branded Apparel in Partnership with Bioworld
New line to attract fans of all ages, further establishing the Roblox brand at retail while simultaneously helping developers increase the value of their intellectual property based on the characters and experiences they’ve created.
SAN MATEO, CA and AUSTIN, TX—November 14, 2017 – Roblox, the largest user-generated social gaming platform and Bioworld, the leading licensed apparel and accessories merchandiser, announced a partnership to create and sell Roblox branded apparel in retail stores and online across the U.S. and Canada. The expansion of the brand comes at a time when Roblox has seen record breaking engagement with the platform, which now boasts more than 64 million monthly active players.
Arriving in stores later this Fall, the Roblox branded apparel will include shirts, hats, sweatshirts and more for fans of all ages with various products incorporating the Roblox logo, Roblox characters and other Roblox assets. This expansion into the retail world with toys, books, and now apparel is a testament to the power of the Roblox developer community to create enduring experiences that give rise to millions of passionate fans across the world. At the same time, this expansion provides the Roblox developer community with broader ways to celebrate and leverage their intellectual property beyond their game.
Roblox CEO and co-founder, David Baszucki said, “We have a passionate and extremely engaged fan base who are looking to express their love for Roblox beyond the screen and into the physical world. This is an amazing opportunity to give them another way to enjoy the brand and in turn act as brand ambassadors to the world. Bioworld is on top of trends in apparel and our first choice as a partner to bring us into retail.”
Bioworld CEO, Raj Malik said, “Our partnership with Roblox is a natural fit. The Roblox and Bioworld teams are designing innovative products that will allow players to continue their engagement beyond the platform. We are excited to launch an Apparel line this Fall that reflects the imaginative spirit of the brand.”
Roblox made their first foray into merchandising and entrance into retail with the launch of a toy line. The launch of the toys was another way for Roblox to “power imagination” in the same way they inspire participants in their online platform to express their creativity. 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’ games.
Roblox apparel will be available for purchase beginning later this month in Kohl’s stores nationwide and will expand to additional retailers later this year.
Roblox is the largest social platform for play that allows kids to imagine, create, and play together in immersive 3D worlds. Over 29 million user-generated online games have been produced on the Roblox platform with over 64 million players visiting Roblox every month to create adventures, play games, roleplay, and learn with friends in a family-friendly environment. Roblox is accessible on all modern smartphones, tablets, desktops, Xbox One, Oculus Rift, and other popular VR platforms. Roblox was ranked #37 in the Consumer Products and Services category for overall revenue in Inc. Magazine’s 2016 5000 Fastest Growing Private Companies in America. Roblox – Powering Imagination. For more information, please visit https://corp.roblox.com.
Bioworld Merchandising is an industry leader in licensed and branded apparel and accessories for the biggest entertainment brands in the world. With over 100 dedicated designers, Bioworld is a design house for apparel, sleepwear, headwear, bags, and accessories targeted to the young adult consumer. Bioworld’s expertise is to translate the brand story into product that is as innovative and distinctive as the brand itself.
Headquartered in the US with a presence in Europe, China, India and Canada, Bioworld’s global presence has facilitated its growth in becoming the global leader in delivering these innovative products to all levels of retail distribution.