How many CEOs would willingly cover their face in make-up, drive in a Moshi Monsters-branded car and spend time meeting children and their parents just to talk about Moshi?
Michael Acton Smith’s enthusiasm and belief in the brand is unquestionable.
“We never really knew [how successful Moshi toys would be],” he told ToyNews. “We chose a great partner in Vivid which we work very closely with and they’ve managed the collectables incredibly well. That’s the big driver on the toy side. I think the industry has definitely changed and is much more open to digital properties.
“I remember one of the early meetings we had with a retailer. They asked, ‘when’s your TV show coming out?’ And we said, ‘we don’t have one. We have something more exciting: a website!”
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