Monster creation from Mind Candy

New web community for kids lets users adopt a monster.
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Mind Candy has taken the wraps off its new kids virtual world and online social community, Moshi Monsters.

Aimed primarily at seven to 12 year-olds, the site – which can be found at - incorporates an in-game economy, casual games, social networking capabilities and a range of educational elements in a safe environment.

Children can adopt an animated monster from the world of Monstro City, which they can then customise, name and nurture by interacting with other monsters and by solving the daily puzzle games created for them. By completing the brainteasers, players earn rewards called Rox which keep their pet healthy and happy. They can spend Rox on virtual items like food, furniture and monster treats to update and accessorise their monster’s home.

The beta launch period will begin mid-November, during which consumers will be invited to adopt a monster by purchasing a Moshi Monsters MoPod. Each will contain a unique UD code to allow access to the website. MoPods are mobile phone accessories which light up and spin when the phone rings or receives a text message.

“The social networking aspect of Moshi Monsters will make it especially appealing to children, allowing them to connect with friends and show off their monsters in a safe environment.”


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The comeback kings: Mind Candy and the return of Moshi Monsters

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

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