The deal followed the recent launch of Mind Candy's own music label, Moshi Monsters Music. In March 2012, Mind Candy confirmed a major partnership deal with Sony Music. Non-members can only keep 2 Moshlings in their room and Moshi members can keep up to six and visit other pets in the zoo.
They come in a variety of themed sets, including Arties, Beasties, Koeys and Spookies. The monsters (in-game pets) keep their own pets, called Moshlings. You can customise your monster in any way you want, but paid membership gives you more clothes and items and allows you to change your colour. There are six types of monsters Poppet, Katsuma, Furi, Zommer, Diavlo, and Luvli. They are given a name by the user when they register at the website. The monsters are the characters that the user plays as. In June 2011, it was announced that there were 50 million users. In March 2010, Mind Candy announced that there were 15 million users and by September 2010, that number had surpassed 25 million. As of December 2009, there were at least 10 million players registered. The game was created by Michael Acton Smith, and developed in 2008 by entertainment company Mind Candy and finally launched in April 2008. In December 2012, eight Moshi Monster toys were included in McDonald's Happy Meals in the United States and Canada. Following its online success, Moshi Monsters has expanded commercially with physical products, including toys, Moshi Monsters Magazine (the number-one selling kids' magazine in the UK in 2011), a best-selling DS video game, a number 4 music album, books, membership cards, bath soap, chocolate calendars, trading cards, figures of many Moshlings, mobile games, and a Moshi Monsters feature film.
Once their pet has been customized, players can navigate their way around Monstro City, take daily puzzle challenges to earn 'Rox' (a virtual currency), play games, personalize their room and communicate with other users in a safe environment (most of the time). Users choose from one of six virtual pet monsters (Diavlo, Luvli, Katsuma, Poppet, Furi and Zommer) they can create, name and nurture. Moshi Monsters is a British website aimed at children aged 6-12, with over 80 million registered users in 150 territories worldwide.
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