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

LONDON February 2, 2011

– 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.

Michael Acton Smith

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

Michael Acton Smith http://www.mindcandy.com

ABOUT MOSHI MONSTERS(TM)

http://www.moshimonsters.com

Michael Acton Smith

Michael Acton Smith

SOURCE Mind Candy

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