The growth of the Moshi Monsters brand continues, with Mind Candy setting up a US base, headed up by former Chorion, MGM and Fox exec Eric Karp.
Karp has been charged with developing the newly formed Americas Licensing division, which is based in New York.
He will report in to Darran Garnham, Mind Candy's head of global licensing, and will be developing, expanding and rolling out a licensing programme for Moshi Monsters in the territory, as well as building up the US team.
Karp has some 16 years experience in children's licensing. Most recently he was head of global licensing for Massiverse and transmedia boy's action property, Dragons Vs Robots. He has also held senior roles at Chorion, MGM Studios, Copyrights and Saban/Fox Family Worldwide.
"I'm hugely excited about the opportunity to work on a children's brand as hot as Moshi Monsters," Karp commented. "We've only scratched the surface on its potential, so I'm thrilled to begin the heavy lifting and bring Darran's global vision to life for kids in this hemisphere. We have some big surprises up our sleeves."
Garnham added: "Moshi Monsters currently has almost 40 million users worldwide, around a third of which are based in the US, making it our biggest territory. The brand is rapidly gaining momentum so the time is right for a dedicated American team.
"We're thrilled to have Eric on board; he brings with him vast knowledge on Americas licensing and retail and transmedia kids brands."