Michael Acton Smith, creator of Moshi Monsters and chief executive officer of Mind Candy, delivered the keynote address at the Brand Licensing Europe expo yesterday.

Acton Smith shared the story of the Moshi Monsters property, offering unique insights into building a brand in the digital age to a packed room on the BLE show floor.

The Moshi Monsters game now has over 50 million users, with one new user signing up every second.

Acton Smith stressed the importance of debuting the Moshi Monsters intellectual property on the internet. He believes that gave them more control over the property's development, and noted that Min Candy retains 100 percent ownership.

Moshi Monsters, which began online in 2008, is now breaking out of its online shell: global retail sales of Moshi Monsters licensed products are expected to earn more than $100 million in its first year.

Mind Candy has closed several licensing deals this year. New partners include Mega Brands, Activision and Spin Master.

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