LA-based PhatMojo is making new friends in the Roblox space. The toyco has inked a global master toy deal with LA-based developer Roy & Charcle to launch a new range of merch based on its hit Roblox game, Rainbow Friends. 

Since launching in June, the multiplayer-mystery game has racked up more than 1.4 billion plays on the Roblox platform. It challenges players ages 10 and up with escaping from monsters wandering the spooky Odd World amusement park. 

Master toy partner PhatMojo will roll out a Rainbow Friends product line to retailers this spring, featuring action figures, plush, collectibles and playsets. The toyco is also searching for new licensing partners to help expand the brand. 

While Phatmojo showcases its Rainbow Friends range to retail buyers at this week’s London Toy Fair and the Nuremberg International Toy Fair in February, Roy & Charcle are working to release two new content updates for the game later this year that will hopefully fuel the fan frenzy. 

PhatMojo first ventured into Roblox toy licensing in 2020 when it inked a master toy deal with independent Roblox developer MiniToon to build a broad licensing program for survival-horror game Piggy. Following a first wave of product launches at Walmart and Gamestop in 2021, PhatMojo has expanded the range to include apparel, plush and collectible action figures.