Participants were given the opportunity to learn about the Mind Candy brand last week, ahead of the project, with an Inside the Industry talk being delivered by CEO, Michael Acton Smith.

Michael went into detail about the story behind Mind Candy – the driving force behind global kids phenomenon, Moshi Monsters. Students delved into the world of online gaming, learning not only about Moshi but the entrepreneurial journey behind the brand. “I wanted Moshi to be more than just a website,” Michael noted. “I wanted it to be a universe”. At present, Moshi Monsters has 80 million registered users and has expanded both digitally and within the offline space.

Michael has ambitious plans to develop the Moshi brand further; a recent collaboration with Alton Towers has sparked off plans for a Moshi theme park. Students, however, will have ample opportunity to make their mark upon the entertainment company’s young-at-heart head. “We’re looking for something a little different,” Michael told us. “We hope everyone will take big risks; students can be more open to risk on a project like this”.

Support will be given to students on FdA Fashion Buying and Merchandising, FdA Fashion Retail Branding and Visual Merchandising and the college’s part-time design, business and media programmes via the Mind Candy team, which includes LCF alumni, Sarah Fletcher, acting as Head of Global Retail & Events. Sarah, alongside the rest of the Mind Candy team, was on hand to answer any questions the students had before hearing the project brief.

The team was eager to encourage any ideas the students vocalised, stressing that the sky is the limit when it comes to the Moshi brand. “We’re really excited to be working with LCF,” Michael said. “We can’t wait to tap into the creativity of the students”. Be sure to check back here for more updates in the project.

London College of Fashion