Moshi Monsters is an online world of adoptable pet monsters aimed at boys and girls aged 6–12, with 65 million registered users worldwide. Children choose from one of six virtual pet monsters that they can create, name and nurture. Once their pet has been customized, players can navigate their way around Monstro City, taking the daily puzzle challenge to earn “Rox” (virtual currency), playing games, personalizing their room, reading stories and communicating with friends in a safe environment. Following its online success, Moshi Monsters has expanded commercially with physical products, including toys, the number-one selling kids’ magazine in the UK (Moshi Monsters magazine), a best-selling DS video game, a music…