Jazwares began producing licensed Roblox minifigures in January 2017.
The partnership marked Roblox’s major expansion from a digital platform into physical toys. Jazwares, a toy manufacturer and Roblox licensing partner, created action figures and playsets based on avatars, characters, and experiences from the platform’s user-generated games.
The toys were designed to echo Roblox’s distinctive blocky look, with figures featuring interchangeable limbs and accessories. Sets also included codes that players could redeem for virtual items inside Roblox. Blind boxes added a collectible element by hiding which figure was inside, encouraging trading and repeat purchases.
The figures were not LEGO products, despite their compact, jointed appearance and the frequent use of the word “minifigure.” They were Roblox-branded toys tied to the platform’s own characters and developer-made experiences. This launch also helped establish a model in which physical merchandise could connect directly to digital rewards, a pattern later used across Roblox’s wider licensing program.
Jazwares should not be confused with Hasbro, which later produced Roblox-themed Nerf blasters and a Monopoly edition.