Children's gaming and social networking site hits 50 million users
Wednesday 08 June 2011
Moshimonsters.com, an online gaming and simplified social networking site for kids, announced on June 6 that it now has over 50 million registered users around the world.
The site was launched three years ago by UK business Mind Candy and has become one of the fastest-growing startups in Europe.
It is based on digital creatures known as Moshi Monsters: children can "adopt" their own monster, which they then have to feed and nurture. Users can also complete tasks to generate "rocks" that can then be exchanged for virtual goods and services in Moshi Monster land.
In addition to this gaming element, social networking is also part of the Moshi Monsters experience. Children are encouraged to add other monsters to their buddy list; users then receive a Facebook-style news feed of other users' monsters' activities and can post notes on friends' pin boards - users with the most active virtual social circle are rewarded by being made "monster of the week."
Due to privacy and safety concerns the company claims to monitor social networking activity and filter all blog posts; more information for parents can be found at http://www.moshimonsters.com/parents.
Mind Candy estimates that half of all UK children aged 6-12 now own a virtual Moshi Monster and similar figures can be seen in Australia and New Zealand. In the USA the number of registered users is around the 15 million mark.
The online success of Moshi Monsters led to the transition of the brand to the physical world with the launch of Moshi Monster-themed toys, books, playing cards and other merchandise at The Toy Fair in London and the New York Toy Fair earlier this year.
Other popular social networks aimed at children include Facebook-style Whatswhat.me ( https://www.whatswhat.me), Skidekids ( http://skidekids.com), and the Disney-owned Club Penguin ( www.clubpenguin.com) and Togetherville ( http://togetherville.com).
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