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Mind Candy Launches Moshibus by Retail Consultancy Design Interface
Mind Candy, the creators of the hugely successful Moshi Monsters online game appointed retail consultancy Design Interface to develop their offline retail strategy. The Moshi Bus, a first initiative recently launched at the Bluewater Shopping Centre.
In much the same way that social networks have changed the way we all communicate similarly the Internet has changed the retail landscape. Opening a traditional store was never a first option for Mind Candy. They want to bring the circus to every town not just one location, create an attraction that can be refreshed, tell new stories, serve different audiences and offer a changing menu of services. Pioneering is part of the brand’s DNA. 5,000 children and adults visited the Moshi Bus when it touched down at the Bluewater shopping centre in Kent just before Christmas. Double that number welcomed the bus at the Trafford Centre over the Christmas holidays.
The user audience is geographically dispersed, has restricted availability (weekends and school holidays) and is adult dependent. Design Interface wanted to make connecting with Moshi Monsters easy by taking the brand to the customer. User postcode analysis highlighted just how broad the geographical reach of the game has become. To reach out and quickly engage with users on a national basis was considered a greater priority in the short term for Mind Candy than opening a single brand centre.
Regional shopping centres, retail partners, festivals, tours, corporate events and party hire are just some of the myriad opportunities where the Moshi Bus can be utilized to retail, promote and engage with users. The Moshi Bus is further utilized as a mobile billboard as it travels across the UK.
Design Interface developed the strategy, sourced the vehicle, designed the concept, negotiated all production costs, identified the initial venues and project managed delivery in 8 weeks.
Commenting, Divinia Knowles, CFO/COO at Mind Candy said " How absolutely amazing it has been working with Design Interface and how rewarding it has been working with such a brilliantly innovative partner".
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A retail & interior design consultancy specialising in new concept development. We provide clients new to retail or new to the UK with ‘turn key’ support prior to launch. We can also provide operational management support