Earlier this year Mind Candy founder Michael Acton Smith declared: “Everything we do will be about family entertainment and will always start on tablet. If it’s successful on tablets, then we will make the bigger bounce into toys, cartoons, films and everything else. [Tablets and smartphones] are where children are spending time, so that’s where we’ve got to go.”
Mind Candy is synonymous with kids online games as well as toys, with Moshi Monsters being the number one toy property by value (according to 2013 NPD data). But, as Acton Smith has stated, despite their success with toys, any new IP will start life as a game – allowing them to test the brand, make quick changes figure out what works before expanding the brand on other platforms, whether that’s toys, books or movies. Much is written about how metrics can help improve a game, but in Mind Candy’s case they can inform way beyond that.