Moshi Monsters looks to marketing to grow brand

Mind Candy, which owns the Moshi Monsters kids brand, is increasing the size of its marketing team as it looks to boost the brand overseas and add extra products to its growing list of IPs.

Moshi Monsters

The Moshi Monsters social game launched in 2008 and now has more than 65 million members and the brand has been extended into books, magazines, trading cards, toys, music, video games and apps.

The company is lining up more extensions in the coming months, which it will look to market to new and existing fans of the brand.

Mind Candy is on the hunt for six marketing recruits, including a head of marketing who will report into CMO Edward Relf.

The team will be tasked with the brand’s continued expansion into new international markets and will work alongside the global licensing team to coordinate marketing activity for its new and existing products.

Mind Candy, which is now estimated to be worth around £200m, has a multi-million pound marketing budget and has featured many of its product extensions on TV, most recently an ad that aired from December to promote Moshi Monsters trading cards.

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