Mind Candy‘s Moshi Monsters virtual worlds has passed 29 million registered users across 150 countries, according to figures disclosed to TechCrunch. About 20 million of those users were acquired in the past year. Roughly 35% of all users are from the US while another 30% are from the UK. One in three UK kids between the ages of 7 and 11 has registered for Moshi Monsters. Mind Candy became profitable in 2009 on the strength of Moshi Monsters’s growth.
Mind Candy projects $100 million in product sales driven by Moshi Monsters during the next year. Mind Candy attributes Moshi Monsters’s success to keeping payments for the game simple. Mind Candy has never permitted mobile payments or ad offers in Moshi Monsters, so parents can simply pay the £5 (about $8) monthly subscription fee. Mind Candy also credits its success to social networking tools its added to the virtual world, so kids can use it to communicate with friends.
Next year will see the release of several lines of physical goods based on the Moshi Monsters brand. There will be plush toys produced by Vivid Imaginations in the UK and Spin Master in the US, a line of puzzle books produced in partnership with Scholastic and Penguin, a set of Moshi Monsters Top Trumps, a line of Moshi Monsters wall graphics from LTL Prints, and a line of Moshi Bandz collectible wristbands available through Firebox.com.
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