The display - which brings the monsters firmly out of their online home and into the heart of London's best loved toy-store - marks the ever-increasingly popularity of the brand and the beginning of a long-term retail partnership Moshi Monsters and Hamleys.
The summer campaign, launching today and running to the end of the school holidays will see Hamleys stocking the full toy range from master toy partner, Vivid (including feature plush, small plush and collectibles) and also trading cards from Topps. Alongside the window display, Hamleys will offer in-store promotions including floor and escalator vinyls driving footfall to the Moshi Monsters range. From July 25th there will also be a gift-with-purchase promotion whereby for each Moshi Monsters item purchased, consumers will receive an exclusive Golden 'Mini Ben' moshling character trading card featuring an exclusive code that unlocks a cool item within the game.
The ongoing partnership will see the installation of a dedicated Moshi Monsters themed retail space in-store, which is anticipated to include the full cross-category Moshi Monsters range and will launch later this year.
Darran Garnham, Head of Global Licensing for Moshi Monsters, commented: "We are delighted to partner with one of the UK's most prestigious and internationally renowned toy stores. This partnership is a fantastic compliment to the brand and testament to its huge popularity."
Suzie Howes, Senior Brand Manager at Vivid added: "We've been thrilled by the success of the Moshi Monsters toy range since its launch in January this year and securing a permanent retail space at one of the most prestigious toy stores in the world is the icing on the cake".
The Moshi Monsters toy range from Vivid has been a sell out success since its launch in January and continues to go from strength-to-strength, rising up the ranks in the NPD charts. Latest figures reveal the Moshi Monsters collectable figures are the number three best-selling toys across the whole industry and the talking plush featured at number six within the plush category (June NPD). Hamleys recently voted the Moshi talking plush range within its top toys for Christmas list.
