In two years, London-based Mind Candy has reached the 50 million registered users worldwide plateau for its Moshi Monster social network. The number includes 15 million registered users in North America.

The website, aimed at a six to 12 demo, combines adoptable pet monsters, monitored social networking, games, stories, missions and educational puzzles.

The brand has recently trasinitions into the offline world with the launch of toys, books, videogames, trading cards and a magazine. Toronto, Canada-based toyco Spin Master is onboard as the US toy partner and will launch an exclusive retail partnership when the products hit shelves this summer.

Other irons in the fire include music releases, live tours and proposed film and TV productions.

It is estimated that the property has generated more than US$100 million for Mind Candy.