Spin Master and Mind Candy Partner to Offer Moshi Monsters Toys Exclusively at Toys"R"Us Stores Nationwide and Online at Toysrus.com

By Mind Candy, PRNE
Monday, June 13, 2011

LONDON, June 14, 2011 -


15 Million Children in
North AmericaWill Soon Be Able Get Their Hands
on

RealMonsters!

Mind Candy, one of the world’s fastest growing social
online gaming companies,today announced the upcoming U.S. launch of
an official toy line based on its safe online social networking
platform for children, Moshi Monsters. The product
assortment, which will be available exclusively at Toys”R”Us stores
nationwide and online at  href="www.Toysrus.com">Toysrus.com in late July, will
feature six adorable plush Moshi Monsters characters, as
well as 32 Moshling minifigures manufactured by Spin Master
Ltd.

“We know that web-savvy kids want to enjoy tangible experiences
with their favourite virtual properties, and the Moshi
Monsters
toy line delivers these experiences in a big way,”
said Richard Barry, Vice President, General Merchandise Manager,
Toys”R”Us, U.S. “We are thrilled to be the only U.S. retailer to
provide kids the opportunity to bring Moshi Monsters into the
physical world.”

Moshi Monsters is a new form of children’s entertainment.
The website ( href="www.moshimonsters.com">www.moshimonsters.com),
which forms the heart of the experience, combines adoptable pet
monsters, safe social networking, stories, games, missions, virtual
interaction and educational puzzles. The site has become hugely
successful over the last year, growing at the rate of one new
registration every second - with the fastest growth across North
America
. Recently, Moshi Monsters welcomed its 50 millionth
registered user worldwide.

To offer young fans and customers a fully integrated experience,
the toys will include secret codes that can be used to retrieve
virtual items for adopted Moshi Monsters, as well as special trial
memberships. Additional categories will include trading cards
produced by Topps and books from Scholastic, Inc.

“With the amazing success that the brand has seen globally thus
far, we’re excited to generate further awareness of this engaging
virtual world in North America by delivering this new, exciting toy
line,” said Dave Colebrook, VP Marketing at Spin Master. “We
designed the product assortment to serve as a natural extension of
the Moshi Monsters brand and to help bring the fun of
Monstro City, its Monsters and its Moshlings to life with plush,
minifigures and more.”

Players choose from one of six virtual pet monsters - Furi,
Poppet, Diavlo, Zommer, Luvli and Katsuma - that they can create,
name and nurture. Once their pet has been customized, players can
navigate their way around Monstro City, taking the daily
puzzle challenge to earn ‘Rox’ (virtual currency), playing games,
solving Super Moshi Missions, personalizing their room, showing off
their artwork, reading stories and communicating with friends in a
safe environment. Additionally, the monsters’ pets, called
‘Moshlings’, are proving to be highly collectible both on and off
the screen. 

Moshi Monsters is doing phenomenally well on a global
basis, but we are seeing our fastest growth right now in North
America
with over 15 million registered users,” said Michael Acton
Smith
, CEO and founder of Mind Candy. “We’re hugely excited to
bring Moshi Monsters toys to North America, and Toys”R”Us is
the perfect home for the brand - we can’t wait to see the reaction
from our fans.”

The U.K. licensing program launched successfully in January with
sell-out ranges of toys from Vivid and books from Penguin
Publishing
. The official Moshi Monsters magazine,
launched in February 2011, is now the largest selling U.K. kids
title. Moshi TV, an online content platform that allows kids
to discuss, share and vote for featured content, will launch later
this year. Mind Candy is currently in discussions regarding music,
live tours and a Moshi movie.

About Mind Candy

Online gaming and entertainment company, Mind Candy was
founded by internet entrepreneur Michael Acton Smith (CEO) in 2004.
The company created Moshi Monsters, which has over 50m
players around the world and is now expanding rapidly offline into
books, toys, trading cards, TV and film.  Mind Candy’s first
project was the Transmedia game PerplexCity that
played out across different media including websites, text
messages, magazines, live events, skywriting and multiple
helicopters.  Prior to Mind Candy, Michael
co-founded  href="Firebox.com/">Firebox.com (online retailer of
gadgets, games and gifts), Berwickstock (boutique music
festival) and Second Chance Tuesday (events to connect
technology investors with entrepreneurs).

About Moshi Monsters™

Designed for kids aged 6-12yrs, Moshi Monsters is a
free-to-play, fun-filled world of adoptable pet monsters, combining
safe social interaction with games, missions and educational
puzzles.

Over 50 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 380m educational puzzles have been
played and over one million virtual items are sold each day! For
more information visit href="www.moshimonsters.com/">www.moshimonsters.com

About Spin Master Ltd.

A multi-category children’s entertainment company since 1994,
Spin Master has been designing, developing, manufacturing and
marketing consumer products for children around the world and is
recognized as a global growth leader within the toy industry. Spin
Master is best known for such popular brands as boy’s action
phenomena and 2010 Boys Toy of the Year winner Bakugan Battle
Brawlers™, and award-winning brands Air Hogs®, Aquadoodle™, Tech
Deck™, Moon Sand™, Liv™, and Zoobles™. The company has also marked
an entry into children’s media with the launch of Spin Master
Entertainment, a subsidiary focusing on the design, development and
production of television and other media properties. Spin Master
employs over 900 people with offices in Toronto, Los Angeles,
London, Paris, Hong Kong, Mexico, Munich, and central Europe. For
additional information please visit: href="www.spinmaster.com">www.spinmaster.com

For further information:
Nicola Duarte, Head of PR - Mind Candy
E: href="mailto:nicola@mindcandy.com">nicola@mindcandy.com
T: +44 207 501 1926
M: +44 7810 354103
Twitter: @nics_duarte

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