Mind Candy outlines extensive toy plans for World of Warriors

"Toys, trading cards and publishing are all a real focus for us in 2015."
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Mind Candy believes its new World of Warriors brand is set to make a splash in the toy space next year.

The company is gearing up to launch trading cards, action figures and role-play products based on the game, which draws from some of history’s greatest warriors.

“World of Warriors will launch globally in Q4 of 2014 on iOS and Android and trading cards, a multifaceted publishing programme, a big collectables series, action figures and role-play toys, an international magazine, apparel and accessories are all planned for 2015,” James McKnight, brand director at Mind Candy, explained to ToyNews.

“Toys, trading cards and publishing are all a real focus for us in 2015 as collectability is a major USP of the brand both in the digital and physical space. The wealth of stories and characters in the epic world we’ve created means that in addition to an incredibly strong toy programme, we can also work on a publishing programme for next year that includes multiple formats and a trading card game with multiple game plays.”

The brand was born from Mind Candy’s annual Candystock event, where employees have the chance to pitch ideas for new IP. Art director Johnny Taylor put forward an idea for a mobile game featuring historical warriors battling it out against an ‘evil Skull Army’ and World of Warriors was born.

Moshi Monsters is a tough act to follow, but Mind Candy believes this new property has the potential to be just as successful.

“With Moshi, Mind Candy made sure all the brand touch-points were aligned and ensured there was brilliant content and story throughout those touch-points. Physical and digital were at the heart of everything we did and we’ll be taking a very similar approach to World of Warriors,” added McKnight.

“We’re launching a truly global brand with World of Warriors as the game will be launched in six different languages in 2014, with a further three to five slated for 2015.”

And next year is also set to be a big one for Moshi, with “reinvention and freshness” on the agenda.

Knight continued: “We have some exciting new themes and creative coming through for Moshi in 2015: Food Factory in the spring and then The Magnificent Moshi Circus coming late summer.

“We’ve worked closely with the team at Vivid on the best quality and well thought out toy lines we’ve ever had for Moshi. There is a real sense of reinvention and freshness to the 2015 programme which will see the two themes being embraced digitally, physically and cross category.”

So with both Moshi Monsters and World of Warriors primed for a busy 12 months, is a collaboration between the two in the pipeline?

“Not at the moment, but never say never,” stated McKnight. “Moshi and World of Warriors are both great for brand collaborations. We have an exciting new Moshi brand collaboration coming in the New Year which will bolster the Food Factory story.

“As for World of Warriors, the team is already getting excited about the potential for brand collaborations, digital and physical.”


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