The first part of Mind Candy's plans to turn popular children's online game Moshi Monsters into a brand is underway, with the firm launching a range of collectible wristbands in October.
Moshi Bandz will come in various shapes and colours, with some much rarer than others to increase collectability. A pack of ten will be £1.49, with hundreds to collect in the first series.
Following the success of the category in the US, Mind Candy is rolling out a heavyweight media campaign to back the launch including TV advertising, print and online marketing, plus mass sampling.
"Moshi Bandz are a great way for fans to take their favourite monsters with them wherever they go and share the characters with friends and family," said Michael Acton Smith, CEO at Mind Candy. "This is a really exciting development for us as we bring the virtual world alive with a range of physical products."