'Facebook for kids' Moshi Monsters brings in Seventy Seven for UK PR drive

The social networking site hailed as 'Facebook for kids' has drafted in a UK PR agency to boost its profile ahead of large-scale merchandising plans this year.

Fast-growing: Moshi Monsters
Fast-growing: Moshi Monsters

Moshi Monsters, one of the world's fastest growing children's websites, has appointed Seventy Seven PR to handle consumer comms in the UK.

Dubbed 'Facebook for kids' by The Sun, the site has more than 38 million registered users in 150 countries worldwide and is growing at a rate of one new user per second.

The site was launched in 2008 by British entrepreneur Michael Acton Smith. It invites children to adopt a virtual pet monster, play educational games and communicate online.

Seventy Seven won the retained account following a competitive pitch and has been charged with raising the brand's profile ahead of a number of branded product launches, including toys, books, video games and the planned launch of Moshi TV later this year.

Total gross sales of Moshi Monsters-related products are forecast by the Shoreditch-based company to reach $100m during 2011.

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