New deal set to unleash Moshi Monsters into the real world

Merchandise based on virtual kids’ game to be sold in eight countries

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  • Gareth Platt

Moshi Monsters, the online kids' game founded by Growing Business Young Gun 2003 Michael Acton Smith, is set to venture into the real world thanks to a licensing deal with independent toy distributor Vivid Imaginations.

Under the terms of the deal, Vivid will work with Mind Candy, Moshi's parent company, to place a range of merchandise based on the game in toy stores across Europe over the coming months.

The merchandise will initially focus on miniature collectable and soft toys. In addition to the UK, the range will be rolled out in seven continental countries – Spain, Portugal, France, Germany, Belgium, Switzerland and Austria.

Vivid will draw on experience of working with global brands such as Crayola, Winnie The Pooh and Toy Story to build relations with toy retailers, while leveraging the Moshi brand with PR, online marketing and TV adverts.

Moshi Monsters is already one of the world's most recognisable kids' games, having attracted 20 million players across 150 countries in the last 12 months alone. Senior management hope the Vivid deal will open doors to similarly explosive growth in the year ahead.

Michael Acton Smith, CEO, at Mind Candy, said: “This partnership represents a huge next step for Moshi Monsters in the global growth of the brand.” Paul Weston, CEO, at Vivid, added that Moshi Monsters “is clearly one of the hottest emerging kids properties in the world and it lends itself perfectly to toys and games. We clearly believe Moshi Monsters has many key traits for toy success – collectability, customisation and emotional appeal.”

 

Gareth Platt

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