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Roblox Debuts Celebrity Collection of Toys Exclusively at Walmart in Time for Holidays


06, 2017

by Roblox


Massively popular social platform for play works with Jazwares to launch Celebrity Collection, inspired by and celebrating both girl and boy developers.

SAN MATEO, CA—December 6, 2017—Roblox, the largest social platform for play with more than 64 million monthly active players and 1.9 million independent developers, today introduced the Celebrity Collection of new action figure toys, available exclusively at Walmart and This new collection of toys is inspired by and celebrates both girl and boy developers, and is designed to integrate seamlessly with the full line of Roblox action figures for all kids who are inspired by fashion, style, and whimsy. The Celebrity Collection includes game packs and playsets from top games on Roblox such as “Top Roblox Runway Model” and “Neverland Lagoon”.

These new toys can be enjoyed by anyone since they can be mixed-and-matched with existing Roblox action figures representing other top games and characters from the Roblox platform. With the launch of the new collection, Roblox seeks to “Power Imagination” in the same way the platform empowers users to express creativity. The exclusive debut with Walmart is the latest offline expansion for the Roblox brand, which first launched a set of action figures at the beginning of 2017 and has subsequently announced partnerships that will deliver Roblox-branded books and apparel.

Roblox’s CEO and co-founder, David Baszucki, said, “Roblox inspires over 64 million players a month to play, collaborate, and socialize with one another and this new collection of toys further promotes this imaginative play by extending the digital world to the physical world and back. Our licensing strategy, which now extends to books and apparel, in addition to toys, further promotes and strengthens the intellectual property already created by our developer community.”

The new Celebrity Collection will be supported by a comprehensive marketing campaign including events, in-store promotion, and digital promotion. Jazwares will support the line with special holiday events in December at Walmart stores in Florida and Tennessee featuring giveaways, downloads, photo opportunities, and other fun activities. Specific event details can be found in our blog.

The new collection of toys is being sold at Walmart stores in their own display as well as at Each toy comes in sleek black and gold packaging and includes a code for a unique virtual item that can be added to a player’s wardrobe on Roblox.

Laura Zebersky, Chief Commercial Officer at Jazwares, LLC, said, “The Roblox toy line is one of our most successful product lines this year and we’re looking forward to seeing the toys’ popularity continue to grow with this new collection.”

The Celebrity Collection is available now in Walmart stores nationwide and can also be ordered online at



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. In 2017, Roblox was named to the Inc. 5000 list of Fastest-Growing Private Companies in America for the second consecutive year. Roblox – Powering Imagination. For more information, please visit


Jazwares is a global leader in consumer products, including toys, musical instruments and kid-friendly consumer electronics. With over 20 years of design, development, and manufacturing expertise, Jazwares is an award-winning company with a progressive focus on identifying new trends and transforming them into high value product for kids of all ages. Jazwares is headquartered in Sunrise, FL, and their products can be found on five continents and in over 85 countries. Jazwares’ portfolio includes: Minecraft™, Animal Jam™, Peppa Pig™, Ben & Holly™, First Act™, Roblox™, Chuck & Friends™, Hey Duggee™, Chuggington™, Molang™ and Dino Train™, among others. Jazwares‘ goal is to invent toys and related products that are new to the marketplace, featuring the brands kids want at affordable prices. For more information about Jazwares, please visit