E-Max inks Moshi Monsters deal

Spanish company set to launch arts and crafts pocket money collectable.
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The deal with Mind Candy will see E-Max offer Moshi Monsters Clay Buddies in the UK from October 10th.

The range allows kids to create Moshi Monster characters out of colourful plasticine and attach cardboard body parts to complete the figurine.

A new web site, www.myclaybuddies.com will go live to support the launch, where kids can upload images and videos of their models.

Two products will be available in the range - a blind flow pack, priced at £2.99, contains two Moshi features cards, three coloured pieces of modelling clay and one adoption book that includes information about the character, instructions on how to make the Moshi, activity suggestions and an adoption certificate.

The Moshi Monsters Clay Buddies Box Set is priced at £5.99 and includes Moshi features cards, six coloured pieces of modelling clay, one adoption book and a cardboard scene that can be used for imaginative play or display. In total there are 48 characters to collect.

Anna Sanfeliu, sales and marketing manager at E-max said: "We are absolutely thrilled to announce that Moshi Monster’s will be the first licensed brand partner for Clay Buddies.

"E-max and Mind Candy are committed to helping children to develop and learn through creative play and Moshi Monster’s Clay Buddies is a neat product that encapsulates these brand values."

E-max has appointed UK-based distributor Click Distribution UK as exclusive distributor for Moshi Monsters Clay Buddies in the UK and Ireland. Click has enjoyed considerable success with Moshi Monsters this year representing Topps and Vivid Imaginations.

Luke Hillier, Director, Click Distribution UK commented: "Our sell in is going fantastically well and we expect Moshi Monsters Clay Buddies to be a huge success in the run up to Christmas 2011, when it will appeal to pocket money purchasers and gift givers, and well into 2012."

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