Awareness of the game has so far been generated mainly by word of mouth as founder Michael Smith, of Mind Candy explained: "I'm a fan of businesses growing by word of mouth, the whole viral loop."
The firm added social features back in April, which catalysed a popularity spike and as user numbers for the online game increase, Smith is also looking to create a product range to support the online experience.
Early plans for the range include a print-on-demand service allowing players to create plush toys or trading cards of their particular monsters that then connect back into the game.
The product range may use codes to unlock features in the virtual world to link the two. With other toy companies also licensing virtual characters, Smith hopes to launch the products over the next year.
The online game, backed by ad guru John Heggarty and dotcom investor Robin Klein, allows players to join for free or pay for added extras, like being able to capture rare Moshlings (pets for their virtual pet, see right) or unlocking new parts of the world.