Mind Candy

From Wikipedia, the free encyclopedia
Jump to: navigation, search
Mind Candy
Entertainment developer
Industry Video games Licensing Toys Entertainment Technology
Founded 2003
Headquarters Shoreditch, London, United Kingdom
Key people
Michael Acton Smith (Founder, CEO)
Products Moshi Monsters, Petlandia, World of Warriors, Perplex City, Tutpup
Number of employees
Website Mind Candy

Mind Candy is a British entertainment company, formed in 2004 by UK internet entrepreneur Michael Acton Smith, and based in Shoreditch, London, England.[1] Mind Candy's first major project was a hybrid of stories, games and puzzles called Perplex City.[1] The company is behind kids brand Moshi Monsters as well as mobile game, World of Warriors. Mind Candy are also behind the creative community for kids, PopJam.


Mind Candy is a British entertainment company, formed in 2004 by UK internet entrepreneur Michael Acton Smith. Its first online game was Perplex City.[1] In 2007, the company began development on Moshi Monsters, a virtual world and online game aimed at children aged between 6-12, which allows users to adopt their own pet monster, socialise and play educational puzzles.[2]

Moshi Monsters has been likened to a Facebook for kids[3] and as of 2012 had over 75m users.[4]

In 2011, Moshi Monsters launched a range of physical products including toys, books, membership cards, trading cards, Top Trumps and Plush Toys.[2][5]

The Moshi Magazine launched in February 2011 in partnership with Skyjack Publishing.[6] Mind Candy released Moshi Monsters: The Movie in December 2013 in partnership with Pathé.[7][8] It was also released in theatres in Australia on 20 February 2014.[9]

In March 2012, Mind Candy confirmed a major partnership deal with Sony Music.[10] The deal followed the launch of Mind Candy’s own music label, Moshi Monsters Music. The deal saw Sony Music handle the distribution aspects of Moshi Monsters' forthcoming music releases, starting with the debut album, Moshi Monsters, Music Rox.[11] Head of Moshi Music, Jason Perry, ex-of the UK rock band A produced the album. In November 2012, it was announced that the album achieved gold certification in the UK.[12]

In 2012, it acquired development studio Origami Blue, later to be renamed Candy Labs. This was an attempt to expand the companies portfolio in other spaces that it had yet had experience in.

The first Moshi Monsters Nintendo DS game Moshi Monsters: Moshling Zoo was in the charts in the UK for 23 consecutive weeks.[13][14]

In October 2013, the firm's Moshi Monster characters became the most-licensed property in the UK after revenues at the firm jumped by more than 60 per cent. The company revealed that revenues rose to £46.9 million in 2012, up from £28.9 million for 2011. Users of the flagship game also increased from 55 million to 70 million.[15]

Mind Candy first app for iOS was called Moshi Monsters Village[16][17] and followed this with a variety of spin-offs such as Moshi Karts and Moshi Monsters: Moshlings .[18] In the first two months of 2014 Mind Candy also released apps Talking Poppet and Moshi Karts[19][20]

In November 2014, Mind Candy launched the adventure and combat strategy mobile game World of Warriors. By September 2015 the game was reported to receive over 5.5 million downloads and generate $6m.[21]

In July 2014, Mindy Candy launched PopJam, the safe and fun social media app for kids. In October 2015, Mindy Candy sold Popjam.[22] The new owner of PopJam is SuperAwesome.

It has been reported on a number of occasions that the company is in financial difficulty, as they tried to replicate the success of Moshi Monsters.[23][24] In July 2014 Michael Action Smith stepped down as CEO [25] and was replaced by COO Divnia Knowles who was appointed 'president' of the company. In 2015 Divinia Left the company [21] and was replaced by Ian Chambers.[26]


  1. ^ a b c Josh Halliday (2011-07-17). "Mind Candy – the monster that lurks on Silicon Roundabout | Media". London: The Guardian. Retrieved 2013-10-17. 
  2. ^ a b Gideon Spanier (2011-01-27). "From digital to physical, Moshi is a monster hit - Business - London Evening Standard". Thisislondon.co.uk. Retrieved 2013-10-17. 
  3. ^ "Moshi Monsters Aims To Become The Facebook for Kids (TCTV)". TechCrunch. 2011-02-17. Retrieved 2013-10-17. 
  4. ^ Tyler, Lewis (2012-08-01). "Moshi Monsters movie on the way? | Latest news from the licensing industry". Licensing.biz. Retrieved 2013-10-17. 
  5. ^ "Moshi Monsters Magazine tops the magazine charts as it celebrates". SPARK Ventures. Retrieved 2013-10-17. 
  6. ^ Brown, Nathan. "Mind Candy Launches Moshi Monsters Magazine". Edge Online. Retrieved 6 March 2014. 
  7. ^ . IMDB http://www.imdb.com/title/tt3280730/releaseinfo?ref_=tt_dt_dt. Retrieved 6 March 2014.  Missing or empty |title= (help)
  8. ^ Sawyers, Paul. "Online kids' sensation Moshi Monsters hits the big screen in a Universal Pictures movie this December". The Next Web. Retrieved 6 March 2014. 
  9. ^ "Moshi Monsters Movie coming to Australia". Bugg Toys and Licensing. Retrieved 6 March 2014. 
  10. ^ "Sony Music partners with Moshi Monsters". Music Week. 2012-03-05. Retrieved 2013-10-17. 
  11. ^ "Moshi MOnsters Hoping for a Chart Smash with debut album". Metro.co.uk. 2012-03-05. Retrieved 2014-04-16. 
  12. ^ Pakinkis, Tom. "Moshi Monsters album goes Gold - with no promotional airplay". Music Week. Retrieved 2013-10-17. 
  13. ^ Benato, Max (2012-10-26). "Moshi Monsters: Moshlings Theme Park – review (by nine-year-old) | Technology". London: The Guardian. Retrieved 2013-10-17. 
  14. ^ Parfitt, Ben. "Moshi Monsters makes DS history | Games industry news | MCV". Mcvuk.com. Retrieved 2013-10-17. 
  15. ^ Oscar Williams-Grut (2013-10-02). "Moshi Monster creator Mind Candy reveals record revenues". London: The Independent. Retrieved 2013-10-17. 
  16. ^ Styles, Kirsty. "Moshi Monsters Village App Launches Worldwide". Mobile Marketing Magazine. Retrieved 6 March 2014. 
  17. ^ Summers, Nick. "Mind Candy's free-to-play iOS game Moshi Monsters Village is now available worldwide". The Next web. Retrieved 6 March 2014. 
  18. ^ Williams, Rhiannon. "Moshi Monsters arrives on mobile and tablet". The Telegraph. Retrieved 6 March 2014. 
  19. ^ Hutchins, Robert. "Mind Candy launches Moshi Karts". Licensing.biz. Retrieved 6 March 2014. 
  20. ^ Summers, Nick. "Moshi Karts: Mind Candy's new free-to-play iOS game". The Next Web. Retrieved 6 March 2014. 
  21. ^ a b http://www.managementtoday.co.uk/divinia-knowles-leaving-mind-candy-battles-one-hit-wonder-syndrome/article/1366508
  22. ^ https://www.theguardian.com/technology/2015/sep/11/mind-candy-instagram-kids-popjam-superawesome
  23. ^ http://www.telegraph.co.uk/business/2016/10/11/moshi-monsters-maker-mind-candy-fears-adminstration-as-sales-tum/
  24. ^ https://www.theguardian.com/media/2016/jan/05/moshi-monsters-mind-candy-revenues
  25. ^ https://www.ft.com/content/8e3895ae-0852-11e4-9380-00144feab7de
  26. ^ http://www.gamesindustry.biz/articles/2016-02-02-mind-candy-names-ian-chambers-as-new-ceo

External links[edit]