Mind Candy has announced publication of the first issue of the Moshi Monsters Magazine, which is now available at UK retailers. Mind Candy plans to celebrate the publication with a pop-up shop in Whiteleys Shopping Center, Baywater, London, that will open at 11 AM on February 22nd. Events at the pop-up shop include meet-and-greets with monster characters, magazine signings, monster drawing workshops, face-painting, and giveaways of stickers and balloons.
The Moshi Monsters Magazine will publish monthly and retail for £2.99 ($4.85) per issue. Each issue contains 52 pages of new Moshi Monsters content, including comic strips, competitions, gifts, puzzles, hints and tips for playing the virtual world, character files, and user-generated content. Each issue is also going to contain giveaways and unique virtual item codes that players can enter into the Moshi Monsters virtual world. Mind Candy CEO Michael Acton Smith says that many of the ideas for the magazine were generated by Moshi Monsters’s players.
Moshi Monsters is rapidly turning into a major transmedia children’s property, with Smith projecting over $100 million in sales for Moshi Monsters branded merchandise this year. The publication of the Moshi Monsters Magazine follows the launch of a successful Moshi Monsters toyline in the UK, which should make its way to US retailers later this year through a partnership with Spin Master. Mind Candy hasn’t announced any intention to publish the Moshi Monsters Magazine in the US, but it’s probably just a matter of finding the right distribution partner.
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