Moshi Monsters(TM) Mania as First Toys Launch in the UK

By Mind Candy, PRNE
Tuesday, February 1, 2011

Pioneering Entertainment Brand Expands From Online to Offline

LONDON, February 2, 2011 - A Monster craze is about to hit the UK as Global kids
phenomenon - which now has over 34 million users worldwide
- announces the launch of the first ever Moshi Monsters toy range, awarded
amongst the 'Best New Toys' to come out of London Toy Fair last week and set
to be a huge hit based on early indications at retail.

One-in-two children (6-12) in the UK have now adopted a Moshi
Monster and the site shows no sign of slowing. With two million new users
signing up per month Moshi Monsters is leading the way for web-based
children's entertainment brands with a successful foray into the physical
products space.

The new toy range, which hit UK shelves last week, includes
'Talking Monsters' and soft toys based on the six key monster characters,
Poppet, Katsuma, Diavlo, Zommer, Furi and Luvli as well as collectable
figures and 'Backpack Buddies' based on the highly collectable 'Moshlings'
(Pets of pet monsters). Many of the products incorporate special codes, which
unlock cool extras within the site, adding value to users and enabling 360
engagement with the brand.

The Moshi Monsters site, which is free to use with a paid
membership model for added features, 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.

Commenting on Moshi Monsters' role within the kids
entertainment industry, Michael Acton Smith, Creator & CEO said: "The toy
industry remains one of the few sectors that hasn't been disrupted by the web
- yet. I firmly believe that the successful kids brands of the future will
originate online rather than via TV or film. Moshi Monsters is one of the
pioneers in this space."

The next stop for British-based Moshi Monsters is the U.S., as
the new toy range is unveiled at New York Toy Fair in February.

Notes to editors:


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 Visit


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 6-12. Over 34 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! Visit

About Michael Acton Smith - CEO, Mind Candy

Michael Acton Smith is CEO and founder of online games company
Mind Candy. The company created Moshi Monsters, which has over 34m players
around the world. Mind Candy's first project was the Transmedia game Perplex
City that played out across different media including websites, text
messages, magazines, live events, skywriting and multiple helicopters. Prior
to Mind Candy, Michael co-founded (online retailer of gadgets,
games and gifts), Berwickstock (boutique music festival) and Second Chance
Tuesday (events to connect technology investors with entrepreneurs).

For further information & Images: Nicola Duarte, Head of PR, Mind Candy, nicola at T: +44(0)207-501-1926, M: +44(0)7810-354-103

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