TOY FAIR 2011: Vivid unveils Moshi Monsters toys

Master toy partner for the popular property will reveal inaugural range at the show.
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Mind Candy, publisher of, has announced that the first ever Moshi Monsters toy range has hit the UKʼs High Street. The range from master toy partner, Vivid, will be showcased at London Toy Fair.

The spring/summer range, which hit UK shelves last week and includes Talking Monsters, plush, collectable figures and Backpack Buddies, has been listed across all major UK retailers.

Retail support includes a major window campaign with a High Street retailer, planned in-store promotions and other retail initiatives planned with the major grocers in coming months.

Michael Acton Smith, CEO of Mind Candy, said: “Itʼs really exciting to see Moshi toys hit shelves. Vivid have produced an awesome range that really represents the fun and collectability of the characters.

"Retail support has been fantastic and weʼre confident kids will love the toys. We look forward to seeing the reaction and to rolling out product globally later this year.”

The initial range focuses on the six key characters, Poppet, Katsuma, Diavlo, Zommer, Furi and Luvli and the collectable Moshlings (pets for the pet monsters – of which there are 48, with a few deemed ultra-rare).

Many products incorporate special codes which unlock extras within the Moshi Monsters website, providing extra value to kids. The initial lines will be followed by a new range for autumn/winter 2011 including interactive feature plush, a play-set, games and further collectables.

Suzie Howes, senior brand manager at Vivid: “Vivid is very proud to have played a major role in transforming the amazing online world of Moshi Monsters into a range of collectables, plush and games.

“This is a very exciting time, we have had an overwhelming response to the brand and it will be great to finally see the toys in the hands of todayʼs children. Just wait until they see what have in store for Christmas.”

The new Moshi toys join a growing number of licensed products now on UK shelves including Moshi Bandz, Membership Cards and Gift Packs (produced in-house), Trading Cards (Topps), Top Trumps (Winning Moves), Calendars (Danilo), Posters (GB Eye) and Books (Penguin).


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