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In a remarkable turn-around story Mind Candy, the UK business behind the brand, has risen from near bankruptcy in 2008 to being one of the fastest growing start-ups to emerge out of Europe. Regularly highlighted amongst the UK businesses to watch in the London Tech scene, Mind Candy is now highly profitable and on course to generate over £60million in total gross retail sales of all Moshi Monsters related products in 2011.
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Moshi Monsters - a combination of Tamogotchi-style digital creatures that children can nurture and care for, and Facebook-style social networking in a safe environment, has become one of the country’s fastest-growing and most successful online phenomena. The brand has experienced rapid growth worldwide with users in over 150 countries and one new sign up every second.
Over half of all UK children aged 6-12 own a Moshi Monster. The figures are much the same in Australia and New Zealand and the US is catching up with 15 million registered users and targeting 1 in 3 children in the US by the end of the year.
Moshi Monsters is a new form of children’s entertainment. The website forms the heart of the experience, which combines adoptable pet monsters, safe social networking, games, missions, stories and educational puzzles.
Following its online popularity, the brand has made a successful transition into the offline world with the launch of best-selling toys, books, video games, trading cards and the UK’s largest selling kids magazine. Consumer products are currently being rolled out globally. Beyond that, Mind Candy is also currently in talks regarding music projects, live tours, a revolutionary TV platform and a Moshi movie.
“We’re thrilled to see Moshi Monsters experience such rapid growth across the globe” said Michael Acton Smith, CEO and founder of Mind Candy. “We’ve hit 50 million users and have even more ambitious plans ahead. Our vision is to build the largest entertainment brand in the world for this new digital generation of kids.”
