In advance of Brand Licensing Europe taking place in London next week, current hot property Moshi Monsters has brought its 100^th licensee on-board, along with several new hires.

Since January, Mind Candy – the company behind the 50 million-strong online community for kids – has grown the Moshi Monsters team from two to nine people and increased its licensee lineup from nine to more than 100 globally.

As Mind Candy looks at all live formats from a music tour to immersive branded attractions in theme parks, ex-Chapman Entertainment exec Clare Wiggins has been tapped to head up Moshi Live based out of the UK. Ex-Disney exec Sarah Hodges joins as retail partnership manager working with licensees and retailers to head up the strategy for Moshi at retail. Meanwhile, long-standing Mind Candy producer Jack McCall has made an internal move to head of product development. And Matt Shone joins from Firebox is now contracts & royalty manager.

The company’s US team has added Caitlin Gutekunst as licensing manager, Americas. And Brad Schultz was recently announced as head of Moshi TV, where he will work out of LA on a new VOD platform that’s currently in development.

The Moshi Monsters brand currently has 40 UK licensees on board, with another 60 signed internationally.

UK licensees include Penguin (Publishing), Topps (trading cards),  Ty (beanie babies, pictured), Activision (Nintendo DS), Mega (construction blocks), Prima Games (game guide for the DS) and Smith and Brooks (daywear).

The US program now has more than 50 premium partners on board across soft lines, toy and game, hard lines, publishing, novelty, activity, back-to-school and celebration.

More category announcements for the US, Australia and Europe are expected soon.