Monster Mash: Mind Candy talks new Moshi Monsters game (Video Games Month) - Licensing.biz

Monster Mash: Mind Candy talks new Moshi Monsters game (Video Games Month)

After taking the world of browser games by storm, Moshi Monsters is back with a brand new mobile adventure in the form of Moshi Monsters: Egg Hunt. We sat down with Aimee Withrington of Mind Candy to find out more.
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With the dust settled on the overwhelmingly popular Moshi Monsters browser game, this exciting children's brand is back with an all-new concept sure to capture the hearts of youngsters everywhere. Moshi Monsters: Egg Hunt is an addictive new game that sees the cute and cuddly creatures return for more hijinks. We sat down with Aimee Withrington, marketing and communications at Mind Candy to learn more about what the future holds for this product.

Tell us about the concept of Moshi Monsters Egg Hunt.

For the first time, kids can adopt their very own unique pet Moshling, hatching, naming and customising it from scratch. Once the their monstary pet has settled into its home, players can find and hatch a new Moshling every day to build their collections and keep their pet company. They can even collect their friends' unique Moshlings because each personalised character has its own shareable code.

Kids can then play games, solve puzzles and answer questions to earn Rox, in-game currency which can be used to buy food, funny furniture and 'goopendous' decorations in the Gross-ery Store.

Why does the Moshi Monsters brand translate well into gaming?

Kids’ engagement with entertainment has significantly shifted over the past few years. Mobile is the natural platform for us to create new relationships with the Moshi world, as part of a wider cross-channel strategy. Our goal is to create an environment that kids will love and parents will trust.

Mobile is the natural platform for us to create new relationships with the Moshi world, as part of a wider cross-channel strategy.

Aimee Withrington, Marketing & Communications, Mind Candy

Do you have plans to bring updates and additional content to the game?

We focus on the audience and how we believe they want to engage with our worlds, looking for ways to enhance their experience across physical products, digital services and content. We like to think more in terms of how kids want to engage with the world of Moshi Monsters. We will continue to create products, services and content that work seamlessly together as our main focus is to make stuff kids love.

Do you have plans for further games based on Moshi Monsters?

It’s too early to talk about specifics, but we are currently exploring other exciting opportunities. The Moshi Monsters brand is very special and uniquely silly – and kids clearly agree, so we are super excited about introducing our bonkers world to a whole new generation of fans.

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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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