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

LONDON, February 2, 2011 /PRNewswire/ --

- Pioneering Entertainment Brand Expands From Online to Offline

- Over Half of UK Kids (6-12) Own a Moshi Monster

A Monster craze is about to hit the UK as Global kids phenomenon moshimonsters.com - 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:

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. Visit http://www.mindcandy.com

ABOUT MOSHI MONSTERS(TM)

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 http://www.moshimonsters.com

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 Firebox.com (online retailer of gadgets, games and gifts), Berwickstock (boutique music festival) and Second Chance Tuesday (events to connect technology investors with entrepreneurs).