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Mr Moshi on choosing tablets over toys, eclipsing Star Wars and the unstoppable growth of Mind Candy.

ToyNews interviews Michael Acton Smith

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!” 

Read the full interview with Michael Acton Smith here.

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