Ruth Leonard, Carte Blanche marketing director: "Kids have truly engaged with the product concept."
Carte Blanche has enjoyed an 'unprecedented reaction' to its Moshlings Collection in the first three months of trading.
Sales were already "exceeding expectations" back in April, and now the firm has seen the range sell in high profile stockists including Clintons, Smyths as well as a wide range of independent toy retailers.
"Kids have truly engaged with the product concept," said Ruth Leonard, Carte Blanche marketing director.
"They are not only purchasing several characters, so enjoying the collectability of the range but also understand the product USP: being able to 'catch' a digital version of each Moshling within the online game at moshimonsters.com."
The initial launch campaign was supported by TV advertising on key kids' channels, promotion on Moshi Monsters' social media platforms, the in-game Daily Growl blog, advertising and competitions in key kids' titles including Moshi Monsters Magazine and Poppet Magazine as well as activity in shopping centres.
The range also enjoyed a prominent store front presence in Clintons stores nationwide.
The Moshlings Collection is also available at Sea Life Centres nationwide, where children can buy exclusive character Lubber the Whale.
The next phase in The Moshlings Collection will introduce a refreshed website, updated collector's checklist, consumer competitions and PR, plus events including a signing by Moshi Monsters creator Michael Acton-Smith.
"Our fans love the Moshlings Collection soft toys and it's a great way for them to experience the rich Moshi characters," said Acton Smith.
"We are looking forward to seeing the new phase hit stores and have the same success as the first."