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Moshi Monsters is a social networking online game and virtual pet site targeted at children aged 7 to 12. The player adopts and cares for a pet monster, solving puzzles which lead to rewards called rox; these can be used as currency to buy items for the adopted monster, such as clothing, food, and home decor. Unwanted objects can be sold to get Rox. The game was developed in 2007 by the British media company Mind Candy and launched in April 2008. As of December 2009, there were 10 million players registered. In March 2010, Mind Candy announced that there were 15 million users and by September 2010 that number had surpassed 25 million. In June 2011 it was announced that there were 50 million users. The game that is supposedly played by one in three British children, makes revenue through the sale of paid membership options as well as licensed merchandise.  The site has sometimes been referred to as "Facebook for kids"; however, the game presents a number of differences to Facebook. As of July 2009, revenues were "many thousands of pounds per month", according to Mind Candy CEO Michael Acton Smith. Investors have included Index Ventures, which backed Last.fm, and Accel Partners, which has invested in Facebook. As of June 2011, the British company behind Moshi Monsters (Mind Candy) has been estimated to be worth U.S $200 million. In 2011, Moshi Monsters launched a range of physical products including books, toys, trading cards and a magazine. In February 2011, Moshi Magazine launched and now has the largest circulation of any UK children's magazine. A series of music videos were uploaded to YouTube featuring various moshlings, which served to promote the website. In 2012 a new Moshi Monsters music album, called "Music Rox", will be released. Some of the songs include: I Heart Moshlings, Go Do The Hoodoo, Moshi Twistmas, Strangeglove, and The Moshi Dance.
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