Mind Candy has handed a retained campaign to LEWIS PR following a successful three-month UK project with the agency. LEWIS will continue to promote the childrens’ online world of ‘Moshi Monsters’ and help drive traffic to the social gaming site. The initial project campaign kicked off in March to coincide with the ‘15 Million Monster Party’, a celebration to mark the community reaching 15 million players.

The world of Moshi Monsters offers a unique combination of adoptable virtual pets and social game play that introduces children to educational style online gaming, while ensuring a safe online environment for its millions of players around the world. Education by stealth is a key element of the Moshi Monsters experience and its players are encouraged to complete fun activities such as puzzles that test their vocabulary, arithmetic, logic and spatial skills.

Ed Relf, CMO of Mind Candy, commented: “As we approached our 15 million milestone, we recognised the need for a dynamic agency that would raise our profile during an important phase of growth. LEWIS is a great fit for Moshi Monsters due to its media-centricity and firm grasp on the consumer and online gaming spheres. The attitudes of the agency align with our own, and over the past three months, LEWIS has done a great job of promoting the fun and educational aspects of Moshi Monsters.”