Acton Stations

We're having discussions around that at the moment so I'm always up for a good battle if anyone else wants to do this. But obviously we do need to be a little bit careful, because the high court must be respected when they injunct something.

I think we will be a little bit more careful, but I don't want it to dampen our creativity too much. And we have some completely original characters, and some parody characters, and kids love them both, so I'd hope we can continues to use both of them.

We are doing the album, we don't know whether we're going to change... we don't know quite how we're going to deal with it. There are different things we can do. It's all top secret at the moment, my lawyer would be screaming at me if I said anything.

No comment.

We see a dip every year in September/October when kids go back to school, and that's common for a lot of digital properties. Kids play a lot over the summer and then have other things going on, but then it always picks up towards Christmas.

So Moshi is quite established in territories like the UK, but we still think there's a huge amount of growth potential globally, so that's the next kind of area we're tackling, from the US to new languages.

Exactly, we're having many discussions there. I think that's going to be a very important growth area.

I think we have to be careful. We don't want to over licence the property, we don't want to over commercialise it and upset parents and so forth. But one of the great things about digital properties is the very broad audience that plays them. It's very rare for a property to appeal to girls and boys from age two to twelve. So that does give a lot of licensing potential. So we've done a hundred deals on the licensing side so far, and I still think there's many more to go. Hello Kitty has done thousands, Pokemon did about 500, so I think we've still got a bit of work to do there before it gets over saturated.

Very much. The world is changing so quickly, who knows where we can take this? And this is why I think it's exciting to be developing new products as a small, nimble, agile start up like ourselves, than it is for the big juggernauts of the world, the massive entertainment companies that can't. Smaller is better in this world.

It does feel a little strange. Creating this Moshling DS game was tricky, but we've got a lot of learnings around what our audience likes already from the online world, so it is a bit of an experiment. But the brand is strong enough now, and what we want to make sure is that kids are buying it not just because they know Moshi, but because they actually love the experience, because if we do that then we can release one every year and build a DS or console franchise with it.

Hopefully. it's looking good so far.