'We want Moshi Monsters to be like Barbie and LEGO'

Michael Acton Smith on his ambitions for a long-term toy brand.
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Mind Candy founder Michael Acton Smith believes Moshi Monsters toys can "stay the course" and follow in the footsteps of brands like Barbie and LEGO.

He was asked what he's doing to stop Moshi Monsters from being "just a fad" at the London Evening Standard Business Connections event last night.

"That's what we're trying to do at the moment," Acton Smith said. 

"We have to constantly make sure it’s fresh and exciting for kids. It could still fade away. We have a very talented and creative team to keep Moshi Monsters going strong and staying fresh.

"The toy industry is littered with fads. But many have stayed the course like Barbie, LEGO and Hello Kitty. And we're trying to work very hard to be like one of those brands.

"Our ambition now is to create the greatest entertainment company in the world for the digital generation."

He also called for more UK entrepreneurs, said we should do more to educate kids about the career path, and offered advice to start-ups at the event.

In an interview with ToyNews, Acton Smith also praised Moshi Monsters toy partner Vivid. 

Read more about what's next for Mind Candy in ToyNews' April issue.

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