The deal, with developer and publisher Mind Candy, will see Vivid launch Moshi Monster-branded toys across the UK, North America, Australia and New Zealand from January 2011.
The initial toy line will comprise of miniature collectables and plush soft toys, with other lines in development. Vivid will support the brand with extensive TV advertising, online marketing, PR and a fully integrated promotional plan leveraging the growing Moshi Monsters fan-base.
Moshi Monsters attracts over 20 million players across 150 countries. The game is free-to-play and allows children of all ages around the world to adopt their own pet monster, customise their homes, play games, explore the virtual world and solve educational style puzzles.
"Vivid is very excited to be launching Moshi Monsters into toy retailers in the coming months," stated Paul Weston, CEO, at Vivid.
"This is clearly one of the hottest emerging kids properties in the world and it lends itself perfectly to toys and games. We clearly believe Moshi Monsters has many key traits for toy success - collectability, customisation and emotional appeal. Any brand that has a 20 million player-base has a phenomenal head-start in today’s crowded toy market."
Michael Acton Smith, CEO, at Mind Candy commented: "This partnership represents a huge next step for Moshi Monsters in the global growth of the brand."
In Moshi Monsters, players navigate the immersive online world by solving puzzles that test a variety of skills including basic math, spatial awareness, logic and vocabulary. As players solve puzzles, they earn Rox, the in-game currency that can be used to purchase food, furniture and seeds to attract Moshlings for their monsters.