Retail Merchandiser - September/October 2012 - (Page 42)

Licensing Digital Innovations Profile MIND CANDY Making ‘Moshi Magic’ Mind Candy’s Moshi Monsters™ online property looks to double the success of its first console video game with its second title, Moshi Monsters™: Moshlings™ Theme Park. A Andrew Matjaszek London n immensely popular digital property is expanding its reach into the off-line world while maintaining a strong connection to its core business. Moshi Monsters, a free online world aimed at children ages six to 12, this fall will make its second foray into video games following a record-setting console gaming debut in 2011. “Moshi Monsters™: Moshlings™ Theme Park,” a game for the Nintendo DS and Nintendo 3DS, was developed by Black Lantern Studios in conjunction with Moshi Monsters creators Mind Candy. It will be distributed by Activision and become available at all major retailers in the United States on Oct. 30. Pre-orders are available at The game closely follows the release of the first Moshi Monsters video game, “Moshi Monsters: Moshling Zoo,” which held the top spot in the Nintendo DS sales charts in the United Kingdom for 23 consecutive weeks, nine weeks longer than the previous record holder, “Brain Training.” The game has sold more than 600,000 copies worldwide, a figure Mind Candy aims to increase with their new release, Senior Global Marketing Manager Andrew Matjaszek says. “Our aim has been to build upon the experience our fans have at,” he adds. “The DS game should add value to their brand experience online and vice versa.” Since launching in 2008, has grown to have more than 65 million registered users worldwide in 150 countries, including 18 million in the United States. Visitors can adopt, name and customize the appearance of one of several pet “monster” characters, which grow and develop over time. Monster owners can further develop their creations and their environment through playing games and solving puzzles to earn “Rox,” an in-game currency they can then use to “buy” virtual clothes, food or furniture items for their monster. Premium membership 42 September/October 2012

Table of Contents for the Digital Edition of Retail Merchandiser - September/October 2012

Retail Merchandiser - September/October 2012
Brand Licensing Europe
Showrooming Mushrooming
Pinch the Grinch
Category Insight
Upfront: BJ's Wholesale
Mind Candy
Outfit 7
Halfbrick Studios
Redasign Studio
Sony Pictures Consumer Products
Brentwood Licensing
Andrews McMeel Publishing
Chestnut Petroleum Distributors Inc.
The Hartley Co.
Mollie Stone’s Markets
Regal Oil
80Purple Cow Stores
Ocean State Job Lot
Staples Canada
Brookshire Grocery Co.
Wally’s Food Pride
Jewelry Television
Skin Science Labs Inc.
Great Clips
New & Noteable

Retail Merchandiser - September/October 2012