Moshi Monsters
- Company typePrivate
- Founded2008
- HeadquartersLondon, United Kingdom
- Headcount—
- GTM typeB2C
- OfferingSoftware
Moshi Monsters firmographics
Firmographics- Name
- Moshi Monsters
- Legal name
- Mind Candy Limited
- Website
- https://moshimonsters.com
- Company type
- Private
- Founded year
- 2008
- Operating status
- Operating
- Ownership category
- akta.pro rank
Moshi Monsters industry classification
Industry- Product category
- Children's Virtual Pet Online Gaming
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Hobby Games & Miniatures Retail (Tabletop RPGs, Wargaming) (CRALAFAH)
- akta.pro secondary industry
- Miniatures Games & Tabletop Skirmish Games Retail (CRALALAH)
Keywords
Where Moshi Monsters is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Moshi Monsters business model
Business model- GTM type
- B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Freemium Game with In-App Purchases: Core game is free-to-play with in-app purchases for virtual currency called 'Rox'. Players can purchase Rox to enhance their gameplay experience. No subscription/membership currently planned.
- Merchandise Sales: Brand-new Moshi store selling apparel (hoodies, hats, jackets, crop tops) and accessories. Physical products including figurines, sticker sheets, keyrings, and collectibles produced and shipped to customers.
- Licensing: Licensing and partnership enquiries handled through [email protected], suggesting IP licensing opportunities for branded merchandise and collaborations.
- Kickstarter Campaign Revenue: Crowdfunding campaign through Kickstarter with various pledge tiers offering game access, exclusive rewards, and competition entries (Design a Moshling Ticket, Name in the Game, Community Voted rewards).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Pay-as-you-go | Free-to-play base game with optional Rox purchases |
| Subscription | Multi-year contract | Kickstarter pledge tiers for early access and exclusive rewards |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels6 records
Moshi Monsters product offering
Product offeringCore offering
Moshi Monsters is a freemium browser and mobile virtual pet and role-playing game where players (primarily children) adopt monster characters, play minigames, complete missions to rebuild Monstro City, and collect over 120 Moshling characters. The company monetizes the free-to-play base game through in-app purchases of a virtual currency called 'Rox' and sells branded apparel, accessories, and collectibles (figurines, sticker sheets, keyrings, trading cards) through the Moshi Store e-commerce site, with IP licensing handled separately.
Product overview
Moshi Monsters is a family entertainment brand operated by Mind Candy Ltd, offering a digital virtual pet and monster care game experience. The core product is an online game (browser and mobile) where players adopt Moshi Monsters, play minigames, collect Moshlings, and complete missions in Monstro City. The offering includes the core game platform, companion mobile apps for iOS and Android, the Moshi Store e-commerce site for branded merchandise, the Secret Moshling Society Discord community for fan engagement, and physical products like art books. The company also runs community design competitions (Design a Moshling, Design Moshi Merch) that allow fans to submit content potentially featured in the game or as merchandise. A major game relaunch is planned for 2027 with Early Access in 2026.
Differentiator
Problem solved
Functional benefit
Products and services
- Moshi Monsters Online Game Browser-based and mobile virtual pet and role-playing game where players adopt Moshi Monsters, play minigames, collect 120+ Moshlings, and complete missions to rebuild Monstro City. Freemium model with in-app purchases of Rox virtual currency, aimed at children and families.
- Moshi Monsters Mobile Apps Mobile applications for iOS and Android devices enabling players to access the Moshi Monsters virtual pet game on mobile platforms, including in-app purchases of Rox virtual currency.
- Moshi Store Direct-to-consumer online store selling Moshi Monsters branded merchandise including apparel (hoodies, hats, jackets, crop tops), accessories, collectibles, trading cards, stickers, and figurines including community-voted and fan-designed products.
- Moshi Monsters Art Books Physical coffee-table art books showcasing the art and creative process behind the Moshi Monsters universe, funded via the Mind Candy Kickstarter campaign.
Companies that use Moshi Monsters
Customer profileSegments2 records
Ideal customer profiles2 records
Moshi Monsters technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Moshi Monsters partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core.
- Amazon Web ServicescoreAWS used for user data storage with 256-bit AES-256 encryption. Core cloud infrastructure provider for Moshi Monsters platform.
- Google Cloud ServicescoreGoogle Cloud Services used for data storage alongside AWS. Part of the cloud infrastructure supporting the game platform.
- KickstartercoreCrowdfunding platform for the game revival campaign. Provides distribution channel for backer rewards including game access, merchandise, and competition entries.
- Apple Payments / Google Payments / Braintree PaymentscorePayment processing providers for in-app purchases (Rox), merchandise sales, and Kickstarter transactions.
- DiscordcoreOfficial Moshi Monsters Discord server hosts the Secret Moshling Society community where design competition entries are showcased and community voting takes place.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Moshi Monsters competitors and assessment
Company assessmentBroad incumbents
- LEGO: Global toy and games brand selling buildable figurines, video games, and licensed IP. A benchmark for collectible toy merchandising economics and a potential licensing or co-brand partner for Moshlings.
- Niantic (Pokémon GO): Operates Pokémon GO and Pikmin Bloom, which blend collectible creatures with real-world gameplay and in-app purchases. A benchmark for collectible-monster monetization at scale and a competitor for family mobile gaming time.
- Roblox: Dominant user-generated gaming platform for children and teens with virtual items, avatars, and developer monetization. Competes for the same children's screen time and offers a much larger catalog of virtual pet experiences.
- Pokemon Company (The): Owns the Pokémon IP, the gold standard for collectible creatures, plush, trading cards, video games, and mobile apps. Represents both the upper bound of what's achievable in this category and the dominant competitive benchmark.
Direct peers
- Club Penguin (Disney): Disney's now-defunct children's online world with customizable penguin avatars, minigames, and collectibles. Closest historical comp by audience and mechanics, and a cautionary tale on long-term retention.
- Animal Jam: Online virtual pet game for children featuring animal adoption, minigames, and customizable dens. Targets the same under-13 audience with a similar freemium play loop and parental-controls emphasis.
- Neopets: Browser-based virtual pet game for children with collectible characters, minigames, and a paid premium tier. The closest analog in the virtual-pet-for-kids niche, and the most direct historical comp for Moshi Monsters' original 2008-era model.
- Webkinz: Plush-toy-meets-online-game hybrid where each physical stuffed animal unlocks a digital counterpart. Combines collectible merchandise with virtual pet gameplay, mirroring Moshi Monsters' freemium-game-plus-figurines model.
Emerging players
- Build-A-Bear Workshop: Customizable plush toy retailer that blends physical collectibles with digital engagement and loyalty programs. Comparable on the plush/collectible side and on the DTC-merchandise motion.
- IMVU: Avatar-based virtual world with user-generated virtual goods and a creator economy. Comparable freemium-with-virtual-currency model and a useful reference for digital merchandise flywheels.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Moshi Monsters compliance and trust
Trust signalCompliance3 records
Moshi Monsters financial estimates
Financial estimateRevenue estimate
Valuation estimate
Moshi Monsters leadership team
Management profileNumber of profiles
Moshi Monsters funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Moshi Monsters M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Moshi Monsters
What does Moshi Monsters do?
Moshi Monsters is a freemium browser and mobile virtual pet and role-playing game where players (primarily children) adopt monster characters, play minigames, complete missions to rebuild Monstro City, and collect over 120 Moshling characters. The company monetizes the free-to-play base game through in-app purchases of a virtual currency called 'Rox' and sells branded apparel, accessories, and collectibles (figurines, sticker sheets, keyrings, trading cards) through the Moshi Store e-commerce site, with IP licensing handled separately.
Is Moshi Monsters a public or private company?
Moshi Monsters is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Moshi Monsters founded?
Moshi Monsters was founded in 2008.
Where is Moshi Monsters based?
Moshi Monsters is headquartered in London, United Kingdom, in the Europe region.
How does Moshi Monsters make money?
Four revenue lines are on record. Freemium Game with In-App Purchases are the primary driver. The others are merchandise Sales, licensing and kickstarter Campaign Revenue.
Who are Moshi Monsters's main competitors?
Broad incumbents on record are LEGO, Niantic (Pokémon GO), Roblox and Pokemon Company (The). Direct peers are Club Penguin (Disney), Animal Jam, Neopets and Webkinz. Emerging players are Build-A-Bear Workshop and IMVU.
Does Moshi Monsters have an API?
No public API is recorded for Moshi Monsters.
What industry is Moshi Monsters in?
Moshi Monsters's product category is Children's Virtual Pet Online Gaming. Its primary akta.pro industry code is CRALAFAH, Hobby Games & Miniatures Retail (Tabletop RPGs, Wargaming), with a secondary code of CRALALAH, Miniatures Games & Tabletop Skirmish Games Retail. Its NAICS code is 45912 and its SIC code is 5945.