Moshi Monsters merchandise on target for $100m in 2011

Samantha Loveday

By Samantha Loveday

November 2nd 2010 at 10:33AM
Moshi Monsters merchandise on target for $100m in 2011

New licensing partners revealed for Mind Candy brand as virtual world expands.

Retail sales of Moshi Monsters merchandise will top $100 million in 2011, brand owner Mind Candy believes.

The virtual world has grown rapidly since launch, and now boasts over 30 million players globally. Indeed, Mind Candy recently said that it is acquiring players at a rate of one per second.

The move into physical product will be spearheaded by Vivid Imaginations (master toy and UK distributor) and Penguin Books, while the firm has also signed up Spin Master (North American toys), Hunter (Australian toys), Scholastic (books in North America) and Topps (global trading cards).

"Moshimonsters.com is the heartbeat of the brand, but we're looking forward to developing many new physical products that connect back to the virtual world and enhance the experience for our players," said Mind Candy CEO, Michael Acton Smith. "Toys, trading cards and books should help make the virtual world even more fun for millions of children around the world."

Last week, a Moshi Monsters book signing event at the Westfield branch of WH Smith drew huge crowds.