New Moshi Monsters craft toy goes to retail

E-max's Moshi Monsters Clay Buddies combine arts and crafts with collectability.
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Moshi Monsters Clay Buddies are descrbied as an ‘arts and crafts pocket money collectable that combine the super cool Moshi Monsters characters with creative play.’ Check out the video below to see the product in action.

The Barcelona-based toy maker E-max has initially launched the Clay Buddies to the UK market.

There are two retail SKUs currently available. Click Distribution is the exclusive supplier for the UK and Ireland.

Priced at around £2.99, blind flow packs contain two Moshi feature cards, three coloured sticks of modelling clay, an instruction and activity booklet and an adoption book with information about the character.

The Moshi Monsters Clay Buddies Box Set has a recommended retail price of £5.99 and includes Moshi features cards, six coloured pieces of modelling clay, one adoption book and a cardboard scene that kids can use as a backdrop.

There are 48 characters to collect and create in total.

Anna Sanfeliu, sales and marketing manager at E-max said: “The strength of Clay Buddies lies in its simplicity. Plasticine is a childhood mainstay that is loved by children and endorsed by parents. By partnering with the most popular licenses like Moshi Monster’s the product takes on a whole new dimension and it also affords the licensor an interesting new way to get their target consumers interacting and immersed in their brand.”

Luke Hillier, Director, Click Distribution said: “Our sell in is going fantastically well and we expect Moshi Monsters Clay Buddies to be a huge success in the run up to Christmas 2011, when it will appeal to pocket money purchasers and gift givers, and well into 2012.”

The toys have been promoted through the mummy blogger network.

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