Virtual world Moshi Monsters will sustain its UK retail presence following a renewed partnership between brand-owner Mind Candy and Toys ‘R’ Us.
The deal, now in its second year, will result in a 12-foot feature wall display of Moshi merchandise at the front of all Toys ‘R’ Us UK stores.
Among the items on display will be collectible items inspired by the online world that has accumulated 80 million registered users worldwide. The numbers show that half of UK kids have adopted a pet monster from the virtual world.
This year has seen Mind Candy placing a significant focus on the Moshi Monsters retail program, having recently partnered with a number of UK retailers on Easter-themed deals and securing a global publishing and IP development deal with Penguin.
Additional Moshi product ranges are expected to launch this year.