If you click on a link and make a purchase we may receive a small commission. Read our editorial policy.

Moshi Monsters

Monsters invade North America.

~ Early Indicators Reveal Vivid Toy Range Is A UK Hit ~

LONDON – February 11 2011 – Leading social online games developer Mind Candy, publisher of global kids phenomenon moshimonsters.com – which now has over 34 million users worldwide - today announces that the first ever Moshi Monsters toy range, unleashed onto UK shelves in mid-Jan, will make its stateside debut this Sunday as leading global toy manufacturer Spin Master unveils the new products at NY Toy Fair (Booth 2249, Level 3).

The new Moshi Monsters toy range from master toy partner Vivid launched to a remarkable reception within the UK. Early indicators reveal the range is set to be the smash hit of 2011 with all key retailers selling above initial expectations and rushing to place re-orders in a bid to meet demand.

Michael Acton Smith – CEO of Mind Candy, commented, “We couldn't have hoped for a better start for the toy range – the reaction in the UK has been phenomenal, we now hope to replicate that success within the U.S.” Michael will be speaking about the Transmedia growth of Moshi Monsters at the Engage Conference during Toy Fair (Javits Centre - 11:30am, Feb 16th) and also at the Kidscreen Summit (Hilton NY – 11:30am, Feb 18th).

Spin Master are the U.S. distribution partner for Moshi Monsters and will be representing the brand at NY Toy Fair, where it will be unveiled and presented to the U.S market.

David Colebrook, VP Marketing at Spin Master commented, “We're excited to be representing Moshi Monsters within North America and really encouraged by its UK success. The brand continues to build momentum worldwide and we're sure the range will be a smash with U.S kids.”

Half of all UK children aged 6-12 have adopted a Moshi Monster and the U.S is catching up with one-in-five a proud monster owner. Of its global fan base, the U.S is the biggest territory accounting for around a third of the site's registered user base (approximately 11m users). The free-to-use site has been likened to a cross between Facebook for kids, Tamagotchi and Brain Training as it combines nurturing virtual pets with social online gameplay and engaging educational puzzles for both boys and girls aged 6-12.

The Moshi Monsters range being unveiled at the show includes soft toys based on the six key monster characters, Poppet, Katsuma, Diavlo, Zommer, Furi and Luvli as well as collectable figures based on the highly collectable ?Moshlings' (Pets of pet monsters). Many of the products incorporate special codes, which unlock cool extra's within the site, adding value to users and enabling 360 engagement with the brand.

Moshi Monsters is leading the way for web-based children's entertainment brands with its successful foray into physical products. A growing number of Moshi Monsters products are now on UK shelves, including: Moshi Bandz, Membership Cards and Gift Packs (Produced inhouse), Trading Cards (Topps), Top Trumps (Winning Moves), Calendars (Danilo), Posters (GB Eye) and Books (Penguin). Following the toy launch within the U.S, Mind Candy will drive its North American licensing program throughout 2011 and beyond.

Check out the Moshi Monsters toy range at the Spin Master Booth (2249, Level 3)

- ends -

For further information:

Nicola Duarte

Head of PR, Mind Candy

E: nicola@mindcandy.com

T: +44 (0) 207 501 1926

M: +44 (0) 7810 354 103

Twitter: @Nics_Duarte

Notes to editors:


Mind Candy is one of the world's fastest growing social online gaming companies and the global developer, operator and publisher of Moshi Monsters. The company was founded in 2004 by Michael Acton Smith, a UK-based entrepreneur who previously founded Firebox.com. For further information visit www.mindcandy.com


Moshi Monsters is a free-to-play, fun-filled world of adoptable pet monsters, combining adorable virtual pets with social online gameplay and engaging educational puzzles for children aged 6-12. Over 34 million monsters have been created to date and over two million new players are joining each month making Moshi Monsters one of the world's fastest growing children's sites in the world! To date, more than 120 million educational puzzles have been played and over one million virtual items are sold each day! For more information visit www.moshimonsters.com

About Spin Master Ltd.

A multi-category children's entertainment company since 1994, Spin Master has been designing, developing, manufacturing and marketing consumer products for children around the world and is recognized as a global growth leader within the toy industry. Spin Master is best known for such popular brands as boy's action phenomena and 2010 Boys Toy of the Year winner Bakugan Battle Brawlers™, and award-winning brands Air Hogs®, Aquadoodle™, Tech Deck™, Moon Sand™, Liv™, and Zoobles™. The company has also marked an entry into children's media with the launch of Spin Master Entertainment, a subsidiary focusing on the design, development and production of television and other media properties. Spin Master employs over 900 people with offices in Toronto, Los Angeles, London, Paris, Hong Kong, Mexico, Munich, and central Europe. For additional information please visit:



Michael Acton Smith is CEO and founder of online games company Mind Candy. The company created Moshi Monsters, which has over 34m players worldwide. Mind Candy's first project was the Transmedia game Perplex City that played out across different media including websites, text messages, magazines, live events, skywriting and multiple helicopters. Prior to Mind Candy, Michael co-founded Firebox.com (online retailer of gadgets, games and gifts), Berwickstock (boutique music festival) and Second Chance Tuesday (events to connect technology investors with entrepreneurs).

About Michael’s speaking engagements during NY Toy Fair and the Kidscreen Summit

Engage Conference - http://www.engageexpo.com

Moshi Monsters: How we built a £100 Million Transmedia Monster

February 16, 2011, 11:30am – 12:00pm – Room 1

The most successful kids entertainment properties of the future will have online experiences at their core, rather than a TV show or film. Join Mind Candy CEO, Michael Acton Smith as he discusses how they have expanded the Moshi Monsters property from the web into a wide ranging transmedia property that now encompasses, iPhone apps, books, trading cards, toys, magazines and video games.

Kidscreen Summit - http://summit.kidscreen.com

Moshi Monsters: The Making Of A $100-Million Web-Driven Hit

February 18, 2011, 11:30 AM - 12:30 PM - Trianon DIGITAL MEDIA

Want proof that IPs can flourish without a TV or film footprint? Look no further than Moshi Monsters, which has 34 million registered users and a $100-million consumer products program featuring top-tier partners like Penguin, Scholastic, Spin Master, Vivid Imagination and Topps. The next step? An interactive viewing platform that lets kids watch acquired cartoon content online and engage with their friends socially at the same time. Watch out, broadcasters, there's a monster behind you!  

GamesIndustry International avatar

GamesIndustry International


GamesIndustry International is the world's leading games industry website, incorporating GamesIndustry.biz and IndustryGamers.com.