Mind Candy Unveils New Brand

Mind Candy has launched a new girl’s brand, Poppet, based on one of the six main characters from the Moshi Monsters franchise.

Poppet, a fashionista who loves to dress up and accessorize, will be differentiated as a stand-alone brand by the blue headband she wears outside of Moshi Monsters.

In June, Poppet starred in her own music video, and now, in the first official deal for the new brand, Mind Candy has partnered with retailers Accessorize and Claire’s to launch a range of Poppet merchandise on Nov. 18 and Nov. 19, respectively. The line will target girls ages 6 to10 and include a selection of stationary items including pens, notebooks, pencil cases and lockable journals.

Future plans for the Poppet brand include the launch of an app, dedicated retail spaces with branded POS, a full episode and regular slot on Moshi TV, features in the Moshi magazine, a takeover on moshimonsters.com, live activities and a toy launch.

“Poppet is extremely popular with our girl fan base, and following their feedback, we decided to make her a hero character,” says Darran Garnham, chief business development officer, Mind Candy. “She is synonymous with fashion and has a love of dressing up and so our partnerships with Accessorize and Claire’s were natural choices. We have lots of exciting initiatives planned for Poppet in the coming months and we will be unveiling plans at Brand Licensing Europe.”

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