Moshi Monsters heads down under

Mind Candy signs up The Fusion Agency to represent the brand in Australia and New Zealand.
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Hunter Toys and Penguin Books are the first to sign up to the licensing programme as master toy and publishing partners.

Fusion will now licensing foundations within the territory and is currently in discussions with partners across most product categories.

The initial toy range hit TRU's shelves in early February and is already recording strong sales. Many of the products incorporate special codes which unlock extras within the Moshi Monsters website, providing extra value.

The initial lines will be followed by a range for Christmas 2011 including interactive feature plush, a play-set, games and further collectables.

Books from Penguin are also currently on shelf as well as the all-new Moshi magazine, trading cards, posters, membership cards and top trumps.

Fusion, Hunter and Penguin will co-ordinate closely to ensure best possible retail placement across all categories.

“Fusion have shown amazing passion in their brand plans to dateʼ, said Darran Garnham, head of licensing at Mind Candy, “This entrepreneurial flare is what we will be looking for in all of our partners"

Gail Mitchell, MD of The Fusion, added: "Moshi Monsters has been incredibly well received in Australia and New Zealand. We're so excited to be working on such a hot property."

Over half of kids (six to 12) in Australia and New Zealand have adopted a Moshi Monster. The site now has over 35 million users in 150 countries worldwide.

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