Moshi Monsters will be representing the brand at NY Toy Fair, where it will be unveiled and presented to the U.S market.
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 siteʼs 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 ʻMoshlingsʼ (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 childrenʼs 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.