INTERVIEW: Andrew Matjaszek on new Moshi DS game

Mind Candy reveals its marketing and sales expectations.
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The first Moshi Monsters game for Nintendo DS, Moshling Zoo, broke sales records after it went on sale last year.

It held the number one spot in the UK DS charts for the longest time, breaking Dr Kawashima's Brain Training's existing record.

Now the next Moshi game for DS and 3DS, Moshlings Theme Park, is about to hit shelves on Friday, October 26th.

We asked Mind Candy's senior marketing manager Andrew Matjaszek about the firm's plans for the game. 

Do you think the new Moshi DS game can match or exceed the success of the first one?

To be the number one Nintendo DS selling title for a 'Record Breaking' 23 consecutive weeks is something that we are all extremely proud of at Mind Candy. To think that we could achieve a similar result would be fantastic.

Why is the DS a viable brand extension for Moshi Monsters? Will you look to bring video games out on other consoles/devices?

The Nintendo DS is an extremely popular console across our core demographic of fans. Due to the age of our fans (six to 12 years old), we felt that the DS was the perfect platform for us to launch our very first Moshi Monsters title. 

As far as mass-market appeal is concerned, other handheld platforms are still in their infancy and we felt it better to target a console that our fans play and enjoy on a regular basis. 

We've loved taking Moshi on to the Nintendo DS and don't see any reason why we wouldn't look to expand the Moshi Universe even further in the near future. Stay tuned.

Can you run us through the marketing campaign for the game (in terms of TV/online/radio/print/retail/other etc)

Our campaign strategy is to target both kids and parenting media ensuring complete visibility into the key Christmas gifting period - targeting not only our core kids demographic but also parents. This will broaden our reach further and ensure that Moshlings Theme Park is considered as the ultimate kids Christmas gift.

The campaign covers TV, print, digital, outdoor, a two-week Cinema Campaign and nationwide PR support. Finally, Moshlings Theme Park will also be promoted heavily as part of Nintendo’s own Q4 campaign. 

Nintendo intends to promote the title heavily across, TV, print, online, in-store and on the road at their nationwide road show.

What are the challenges of bringing an originally web-based franchise such as Moshi Monsters to DS?

One of the most important elements is to stay true to the brand. No matter what the format or medium, the experience needs to offer the same level of depth, quality and humour that our players expect from playing within the online world. 

We are extremely passionate about increasing the brand experience in as many ways as possible. Moshlings Theme Park offers a fresh new take on the Moshi Universe by building on the popularity and collectibility of the 'Moshlings' (pets for your pet monsters). 

This time around players are tasked with collecting all 60 missing characters as they embark on a quest to explore and restore the legendary Moshlings Theme Park.

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