Roblox is one of the leading game creation systems in the gaming community that has been around in the gaming scene since 2006.

Roblox has teamed with toy maker Jazwares to create 40 different toys based on popular characters in Roblox user-generated games. The toys will debut at leading retailers in February.

It's Roblox building a second engine for growth. Until now, the platform has leaned heavily on digital purchasesbut the ad game could open up higher-margin revenue at scale.