At its annual developer's conference, Roblox detailed its near-future plans to expand beyond its identity as a game platform for kids. The company is already pushing into new demographics ...

Developers Michael Cooke, left, and Navin Lal, right, work on their website at Roblox in San Mateo , Calif., on Thursday, March 31 , 2011. Roblox is one of the top ranked kids' gaming sites on the ...

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.

The product weaves Roblox’s existing avatars, voice chat and camera-based facial animations together into something that could stand apart from the platform’s traditional game-like worlds.

At its annual developer's conference, Roblox detailed its near-future plans to expand beyond its identity as a game platform for kids. The company is already pushing into new demographics ...

At its annual developer's conference, Roblox detailed its near-future plans to expand beyond its identity as a game platform for kids. The company is already pushing into new demographics — Roblox ...