Now the company is launching a line of toys based on characters from those user-generated games. Toys are a risky business. But San Mateo, Calif.-based Roblox has a growing user base.

Those responsible for the initial design of the characters in question will be able to earn royalties from toy sales. “We’re taking user-driven content principles of Roblox and moving them into the ...

Also inspired by Roblox Dress to Impress are the Mystery Models. These are your typical surprise toys. Each star-shaped capsule contains a mini doll, a collectible card, exclusive DLC, and a fashion.