Moshi Monsters is an online world of pet monsters where users customize and nurture a virtual pet monster, move around Monstro City, take daily puzzle challenges, play games, personalize their room, and communicate with other users.
Developed by Mind Candy in 2008, Moshi Monsters is primarily aimed at children aged 6–12 and has 65 million registered users worldwide. The basic version of the game is free, while a paid membership with members-only features is also available. Players choose from one of six virtual pet monsters to customize and play with, and then interact with other users in game and on the official message forums. Due to the age of the target audience, the forums are not real-time chat rooms, but rather monitored message posting facilities.
In 2008, “Moshlings”, even smaller monsters that act as pets for the original Monsters, were released. There are various methods of obtaining Moshlings, including purchasing special “seeds” from an in-game shop to attract them. Following its online success, Moshi Monsters has expanded commercially with physical products, including toys, the top selling kids’ magazine (in the UK), a Nintendo DS video game, a music album, books, membership cards, trading cards, and molding clay, to name some examples.