Mind Candy is predicting its Moshi Monsters property, an online game for children, is likely to generate $100 million in retail sales of merchandise based on the brand in 2011.
This is the first financial projection from Moshi Monsters, which has grown to more than 30 million players globally. Mind Candy has also announced new deals with Spin Master for toys (North America), Hunter for toys (Australia), Scholastic for books (North America) and Topps for trading cards (global). Deals are already in place with partners such as Penguin Books for books (outside of North America) and Vivid Imaginations for toys (master toy partner and U.K. distributor).
"Moshimonsters.com is the heartbeat of the brand, but we're looking forward to developing many new physical products that connect back to the virtual world and enhance the experience for our players," says Michael Acton Smith, chief executive officer of Mind Candy. "Toys, trading cards and books should help make the virtual world even more fun for millions of children around the world."