It was only a few months ago that the London start-up, Mind Candy looked to be on the ropes. But with a renewed faith from investors, a new digital strategy and new mobile title, Moshi Monsters Egg Hunt, the firm could be on the cusp of the turnaround of the decade. Robert Hutchins talks to Mind Candy CEO, Ian Chambers
Children across the globe demanded a piece of Moshi Monsters, and the world’s journalists each wanted a piece of Acton-Smith.
But its meteoric rise to fame didn’t safeguard it from the treacherous line children’s IP can all too often walk. In what seemed like quick succession, both toy sales and online user numbers fell and Mind Candy found itself paddling to keep its head above the water.
“We focus on the audience and how we believe they want to engage with our worlds, looking for ways to enhance their experience,” Chambers adds.
“Ultimately we want to create a world that we believe kids will fall in love with. As tech becomes more accessible, we are looking at new ways to engage audiences and bring them in to the magical world of Moshi. After all, who wouldn’t want to adopt a pet monster?”