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Moshi Monsters Scare Up Global Deals

Moshi Monsters, the global hit from Mind Candy, has reached a milestone of 50 million users and with it has announced several licensing partners worldwide. In North America, Mind Candy recently opened a New York-based office and appointed Eric Karp to dev

In North America, Mind Candy recently opened a New York-based office and appointed Eric Karp to develop the licensing program in the territory. Spin Master was named U.S. master toy partner, and an exclusive retail partnership will be made public soon. Other partners include Scholastic, Topps and a video game partnership set for launch this fall. The brand’s subscription service for its magazine, Moshi Monsters, will also launch this summer.

In the U.K., new partnerships include a toy line with Vivid, publishing with Penguin, trading cards with Topps and the Moshi Monsters magazine. Other categories include Top Trumps (Winning Moves); beanies (Ty); key chains (Basic Fun); posters (GB Eye); calendars (Danilo); apparel (Somerbond); bedroom ware and textiles (Character World, Worlds Apart); dress up (Smiffys); cushions (Ilanit Toys); party ware (Gemma International), cakes and confectionery (Lightbodies, Bon Bon Buddies); lunch ware (Spearmark) and bags (Trademark Collections).

In Australia and New Zealand, Hunter Toys announced its toy line and Planet Fun signed on for distribution. Fusion will act as licensing agent for the brand in both territories. Other partners include publishing (Penguin), magazine (produced in-house), trading cards (Topps), Top Trumps (Winning Moves), posters (GB Eye), key chains (Basic Fun).

"We've got some excellent partners onboard and are thrilled with how our global licensing program is shaping up,” says Darran Garnham, head of global licensing at Mind Candy. “The key for us is signing partners who get the brand and will produce good quality, innovative products. Get in touch if you want to hear more about exciting licensing opportunities."

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