Mind Candy partners with Penguin

Samantha Loveday

By Samantha Loveday

June 2nd 2010 at 10:24AM
Mind Candy partners with Penguin

Series of books to be published based on online property, Moshi Monsters.

Mind Candy has sealed its first major licensing deal with Penguin Group, with the firm planning a series of books based around the Moshi Monsters property.

Two books are planned for release in 2010 globally, with a further five to follow in 2011.

"Moshi Monsters grew tenfold in 2009 and we feel now is the right time to begin expanding the property offline," said Michael Acton Smith, CEO of Mind Candy. "Books will be one of the key categories for the brand and we felt Penguin would be the perfect partner to help us expand the property."

Eric Huang, category publisher for brands and licensing at Penguin Group, added: "The licensing landscape has changed in the last year or so, with some of the most compelling story content for kids coming from virtual worlds, and the Penguin Group is honoured to add Moshi Monsters to its programme of successful virtual world tie-ins."