Can 50 million children ever be wrong? The people at Mind Candy (awesome name) hope not. That’s because the aforementioned 50 million kids are all playing Moshi Monsters, which is attracting attention for being the hottest brand around, among other things. Some think of it as Facebook for 5 year-olds because there is a social aspect to it, but ultimately Moshi Monsters is a cross between gaming, puzzles, artwork and whatever else holds the attention of the kindergarten set. And for all who have experienced the Angry Birds offline toys this holiday season, well, Moshi Monsters also has toys. It is said the shelves ofLondontoy stores are overflowing with licensed Moshi themed merchandise. But there’s more. Moshi Monsters will soon launch their own music and a tour with Moshi characters.
Players of Moshi Monsters get to adopt a pet monster, customize it and, what else, personalize the pet’s home and along the way earn currency or use real currency to buy extras. The monsters have names, feelings and they make sounds. Then there are the Moshlings. “Visit your garden from the map and grow 3 flowers. When they’ve grown you’ll see if you’ve attracted a Moshling. If you haven’t, don’t worry, the Cluekoo will help you out. Some Moshlings are easy to catch and will be attracted by any color of flower, but the really rare Moshlings are picky, and you can only attract them if you get the exact flower colour right.” If it sounds like this is a repeat of children’s entertainment concepts of bygone years, it is. But the Mind Candy people have updated it to the digital age and believe they’re filling a need for social networking among those who are not yet ready for Facebook. Each player’s site is part of a social network. Along the way, it’s a $100 million business.
- The Moshi Monsters mogul (bbc.co.uk)