Roblox has emerged as a key venue for engaging young gamers, but E.l.f. Up! is positioned as a more purposeful form of entertainment. The idea is to not pursue the typical route of “tycoons” but ...

The movie – which sees Ferrell's character, Buddy the Elf, leaving the North Pole to experience life in New York City – has become a festive staple in the lives of many. Roblox has also been a ...

For the 20th anniversary of iconic holiday film “Elf,” Warner Bros. and New Line Cinema are debuting a branded experience in Roblox ... to meet "Elf"-centric characters, like Mr. Narwhal ...