Moshi Monsters take over Hamleys

London toy megastore Hamleys is promoting toys based on Mind Candy’s smash kids’ game Moshi Monsters throughout the summer.

A special themed window display featuring Moshi merchandise will go up throughout the school holiday period. Floor and escalator vinyls will also direct attention to the toys.

Hamleys will stock the full toy range from Mind Candy’s partner Vivid including plush toys, collectibles and Topps trading cards.

From July 25th a gift promotion will allow customers to receive a special ‘Mini Ben’ moshling character trading card with each purchase of a Moshi Monsters product. This will come with a code that lets consumers unlock an extra item in the online game.

Head of Global Licensing for Moshi Monsters Darran Garnham said: We are delighted to partner with one of the UK’s most prestigious and internationally renowned toy stores. This partnership is a fantastic compliment to the brand and testament to its huge popularity.”

Senior brand manager at Vivid Suzie Howes added: We’ve been thrilled by the success of the Moshi Monsters toy range since its launch in January this year, and securing a permanent retail space at one of the most prestigious toy stores in the world is the icing on the cake.”

Moshi Monsters is a browser-based online game designed for children that has 50m users and attracts 2m new players every month. It allows them to adopt a variety of virtual pet monsters.

Creator Mind Candy expects to generate $100m in gross retail sales for Moshi Monsters related products this year alone. A DS game co-published by Activision is due out in November.