Upcoming collection will see brand expand licensing programme into new category.
User generated social gaming platform Roblox is expanding into apparel and accessories, securing a deal with Bioworld for the US and Canada.
Arriving in stores later this year, the Roblox branded apparel will include shirts, sweatshirts and more for all ages. Products will incorporate the Roblox logo, characters and other brand assets.
The range will launch first in Kohl’s stores nationwide, before expanding into additional retailers later this year.
The Roblox brand – which is seeing record engagement from fans, with more than 64 million monthly active players – has already expanded into toys and books.
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, added: “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.”
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