Mind Candy is the company behind Moshi Monsters, an online game with 50m registered players in more than 150 countries. The game, aimed at 7 to 11-yearolds, allows children to adopt their own pet monster. International sales are from subscribers to additional online content and Moshi Monsters merchandise, which is sold in shops worldwide. The company is backed by a venture capital consortium led by Accel Partners and was valued at £125m last year when an early investor, Spark Ventures, sold part of its stake. Under founder and chief executive Michael Acton Smith, international sales have grown 229% a year from £961,000 in 2009 to £10.4m in 2011.
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