Moshi Monsters

LONDON – January 24 2011 – Leading social online games developer Mind Candy, publisher of global kids phenomenon moshimonsters.com – which now has over 30 million users worldwide -today announces that the first ever Moshi Monsters toy range has been unleashed into the UK’s leading highstreet retailers and is expected to be a monster hit! The range from master toy partner, Vivid will be showcased at London Toy Fair this Tuesday.

The Spring/Summer range, which hit UK shelves last week and includes Talking Monsters, Soft Toys, Collectable Figures and Backpack Buddies, has been listed across all major UK retailers. Retail support has been fantastic, including a major window campaign with a highstreet retailer, planned in-store promotions set to take place over the next few weeks and other exciting retail initiatives planned with the major grocers in the coming months.

“It’s really exciting to see Moshi toys hit shelves” said Michael Acton Smith, CEO of Mind Candy. “Vivid have produced an awesome range that really represents the fun and collectability of the characters. Retail support has been fantastic and we’re confident kids will love the toys. We look forward to seeing the reaction and to rolling out product globally later this year.”

The initial range focuses on the six key Monster characters, Poppet, Katsuma, Diavlo, Zommer, Furi and Luvli and the highly collectable ‘Moshlings’ (pets for the pet monsters – of which there are 48, with a few deemed ultra-rare). Many products incorporate special codes which unlock extras within the Moshi Monsters website, providing extra value to kids. The initial lines will be followed by an innovative range for Autumn/Winter 2011 including interactive feature plush, a playset, games and further collectables.

“Vivid is very proud to have played a major role in transforming the amazing online world of Moshi Monsters into a range of collectables, plush and games.” said Suzie Howes, Senior Brand Manager at Vivid. “This is a very exciting time, we have had an overwhelming response to the brand and it will be great to finally see the toys in the hands of today’s children. Just wait until they see what have in store for Christmas!”

One of the fastest growing children's brands worldwide, www.moshimonsters.com is a free-to-play, fun-filled world of adoptable pet monsters, combining adorable virtual pets with social online gameplay and engaging educational puzzles. One in every three children in the UK has adopted a Moshi Monster and one new player joins every second across the globe!

The new Moshi toys join a growing number of Moshi Monsters products now on UK shelves including Moshi Bandz, Membership Cards and Gift Packs (Produced in-house), Trading Cards (Topps), Top Trumps (Winning Moves), Calendars (Danilo), Posters (GB Eye) and Books (Penguin).

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Notes to editors:

ABOUT MIND CANDY         

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

ABOUT MOSHI MONSTERS™

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 30 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             

nicola.duarte@mindcandy.com

T: +44 (0) 207 501 1926

M: +44 (0) 7810 354 103