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Nicola Duarte appointment

Postman Pat's former Director of PR joins Moshi Monsters' publisher.

LONDON – February 02 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 it has appointed ex-Classic Media exec, Nicola Duarte to establish and head up its internal global PR function.

Duarte joins the company as Head of PR and is tasked with raising the profile of Mind Candy and its lead brand Moshi Monsters on a global basis, predominantly focusing on the company's key territories - the UK, US and Australia. Nicola is currently undertaking a review of the global strategy and will look to bring on a mix of in-house and agency support to roll out both consumer and trade campaigns throughout 2011 and beyond.

Duarte previously held the position of Director of PR for Classic Media where she oversaw UK/ROW PR for the company's extensive stable of family entertainment brands including; Postman Pat, Rupert Bear, Where's Wally?, Basil Brush, Casper and She-Ra. Key campaigns included the re-launch of Postman Pat, Rupert Bear's 90th Birthday, the return of 80's robot series, Voltron and new brand launches for pre-school brands Guess with Jess and Tinga Tinga Tales. Prior to this Nicola managed Internal Communications for the European arm of Global TV network, Discovery Communications.

Commenting on her appointment, Nicola said, “It's an incredibly exciting time to have joined Mind Candy. The company is currently experiencing rapid growth and Moshi Monsters is a fun, innovative brand, achieving great things and laying the path for the future of kids entertainment – a fascinating story to tell.”

Michael Acton Smith, CEO, Mind Candy, commented: “We're delighted to have Nicola on board. She brings with her a wealth of experience in the kids entertainment and licensing space and is extremely well placed to help drive our global growth.”

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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

For further information:

Nicola Duarte

Head of PR

Mind Candy


T: +44 (0) 207 501 1926

M: +44 (0) 7810 354 103  

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