Roaring start for new Moshlings collection

Roaring start for new Moshlings collection

Launched at London Toy Fair, The Moshlings Collection from Carte Blanche has seen a monster response from both consumers and trade alike, with Carte Blanche reporting "an unprecedented reaction" to the range in the first three months of trading.

With Clintons and Smyths Toys stores amongst high profile multiples stocking the full range, as well as support from top independent toy retailers, the first phase of products will be quickly followed by the release of six further Moshling characters over the summer.

“Kids have truly engaged with the product concept,” says Ruth Leonard, Carte Blanche Marketing Director. "They're not only purchasing several characters, so enjoying the collectability of the range, but also understand the product USP: being able to 'catch' a digital version of each Moshling within the online game at The next phase of characters in the collection also features links to the phenomenally successful Moshi Village app, providing an extra element to the range, which sees kids getting the best out of both digital and traditional play.”

The initial launch campaign was supported by TV advertising on key kids' channels, promotion on Moshi Monsters' social media platforms, the in-game Daily Growl blog, advertising and competitions in key kids' titles including Moshi Monsters Magazine and Poppet Magazine, experiential activity in shopping centres and prominent store front presence in Clintons stores nationwide. The Moshlings Collection will also be found in Sea Life Centres nationwide where kids can also find an exclusive character, Lubber the Whale.

The next phase in The Moshlings Collection will introduce a refreshed website, updated collector's checklist, consumer competitions and PR, as well as experiential events including a signing by Moshi Monsters creator, Michael Acton-Smith.

“Our fans love the Moshlings Collection of soft toys and it's a great way for them to experience the rich Moshi characters,” says Acton Smith. “We're looking forward to seeing the new phase hit stores and have the same success as the first.”

For more information about the brand, visit or

Posted: 15 March 2019

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