Vivid, in partnership with Mind Candy, has launched its first-ever line of Moshi Monsters merchandise in the UK. The toy range went on sale last week at all major UK retailers and includes backpack buddies, plush toys, collectible figurines, and talking toys. Many of the items will ship with item codes that owners can enter at the Moshi Monsters virtual world to receive in-game rewards. The Moshi Monsters virtual world is so popular that one out of every three UK children has created an account and adopted one of its virtual pet monsters.
The initial spring/summer line focuses on the virtual world’s highly collectible baby monsters, called Moshlings, and six core Moshi Monsters characters (Poppet, Katsuma, Diavlo, Zommer, Furi and Luvli). A total of 48 moshling toys will be available through the initial Vivid line. Currently Vivid plans to follow the first Moshi Monsters toy range with a second one planned for fall/winter 2011. This expanded line will include an interactive feature plush, a playset, games, and more collectibles.
Vivid’s line of toys joins a growing line of Moshi Monsters offline merchandise, which include wrist bands, licensed books, trading cards, calendars, posters, and collectible Top Trumps playing cards. Mind Candy has also announced plans to self-fund a Moshi Monsters video game for Nintendo DS. In all, Moshi Monsters now serves over 30 million registered users who log in from over 150 countries worldwide. Moshi Monsters is currently growing at a rate of approximately one new user acquired every second.
Speaking to Engage Digital, Moshi Monsters CEO Michael Acton Smith has projected $100 million in merchandise sales for the brand in the coming year. Acton Smith will appear at a special conference at the upcoming Engage Conference and Expo on February 16 to discuss how Mind Candy has expanded the Moshi Monsters brand into a transmedia franchise that includes the virtual world, a broad range of physical products, and digital products like an iPhone app. Acton Smith foresees a future while digital properties like Moshi Monsters rather than media properties will be at the center of kids’ entertainment.
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