Mind Candy, the global developer and publisher of children's online game Moshi Monsters, has signed a master licensing deal with Vivid Imaginations. Vivid will launch Moshi Monsters toys across the U.K., North America, Australia and New Zealand beginning January 2011.

The initial toy line will comprise miniature collectibles and plush soft toys, with other lines in development.

"This is clearly one of the hottest emerging kids' properties in the world and it lends itself perfectly to toys and games," says Paul Weston, chief executive officer at Vivid. "We believe Moshi Monsters has many key traits for toy success—collectibility, customization and emotional appeal. Any brand that has a 20 million player-base has a phenomenal head start in today's crowded toy market."

In the past 12 months, Moshi Monsters has attracted more than 20 million players across 150 countries. The game is free to play and allows children of all ages around the world to adopt their own pet monster, customize their homes, play games, explore the virtual world and solve educational style puzzles. With the site currently adding more than 2 million new registered users each month, Moshi Monsters has become one of the world's fastest-growing children's entertainment properties.