Moshi Monsters has generated its best sales results to date following the launch of Moshlings Series Six over Easter.
Moshling sales tracked 15 per cent ahead of its previous best launch performance, while NPD data still shows the five-pack Blister Card item is the number one selling item in the UK.
Vivid is optimistic the brand will achieve retail sales approaching £70 million for 2013, around 15 per cent higher than 2012.
Neil Bandtock, Vivid UK managing director, said: "Retailers continue to be very pleasantly surprised by the continued upward progression of Moshi Monsters toy sales with each new series launch.
"We're pleased to see the Moshling collector base in the UK is still growing and will continue to produce quality collectables that kids love."
Darran Garnham, chief business development officer at Mind Candy, said: "We're thrilled with the ongoing success of the Moshling figurines, sales continue to go from strength to strength.
"With lots of additional new lines and a big anniversary coming up, 2013 is shaping up to be another great year."
Meanwhile, Series 7 Moshlings are scheduled for an August launch.
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.