Vivid's Micro Moshi Series One toys have seen "fantastic" sales during their first month on sale.
The Moshi Monsters property has maintained its number one position (NPD, 2013) with sales of core collectables and blind bags up 11 per cent.
Including the new Micro range, which launched on February 15th, sales have been boosted 20 per cent.
Supported by a TV, PR and social media campaign, the new collection features 24 popular Moshi Monsters collectable characters on a Micro Moshi scale.
"We already knew Moshi was big," said Neil Bandtock, Vivid UK's Managing Director.
"But with the incredibly successful Micro Moshi launch,our retailers have been seeing big Micro sales numbers while still gaining momentum on sales of the core Moshi toy line.
"Micro Moshi is really helping to grow the whole brand incrementally."
Vivid plans to release a new line in the Moshi range with Series Six 'All New' Moshi Monsters Collectable Figures, launching on March 22nd.
Stuart Grant, Buying director for The Entertainer, said: "We have experienced fantastic sales of the nw Micro Moshi range, and to do this while still seeing growth on the larger Moshi figures, is just what we wanted.
"Vivid continue to do a fantastic job of keeping the range fresh and exciting, leaving fans wanting more."
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