Blog Post:Mind Candy is ‘an entertainment company that creates magical brands with a digital heart’ and are the creators of Furi, Poppet, Luvli, Katsuma, Diavlo and Zommer (also known as Moshi Monsters). The man behind these hugely popular pet monsters - Moshi Monsters has over 80 million registered users online - is Michael Acton Smith, CEO and creative director. I caught up with Michael before he takes to the stage at Adobe Summit in London, May 14-15, to find out how these pet monsters came to life, what motivates him and, of course, what he’ll be sharing at Summit. TW_MASCan you tell us a bit more about how you came up with the idea of Moshi Monsters in a coffee shop? The first game we created at Mind Candy was a very complex online and offline treasure hunt called Perplex City. It was ground breaking, but sadly it wasn't a hit and with our money fast running out we needed another idea I had a favourite coffee shop in Battersea that I would spend hours in doodling and daydreaming ideas.  This is the location where Moshi was sparked to life. I had seen how kids loved the Internet and so wanted to create a fun but safe virtual world for them to play within. I liked the idea of populating this world with little pet monsters for them to adopt and nurture What’s the next step in building ‘the largest entertainment brand in the world for the new digital generation’? We're trying to build the greatest entertainment company, rather than the 'largest entertainment brand'. We want to continue creating magical entertainment that kids of all ages love. Our brands have a digital heart but can be enjoyed in many other ways such as magazines, books, toys, music and movies. We have several new exciting projects bubbling away Can you give us a little teaser into what you will be exploring in your Summit talk? I'm going to tell the story of my entrepreneurial adventures and share the lessons learned along the way that will hopefully be useful for the audience. I will also talk a little about the next big project we'll be launching at Mind Candy. What new digital approaches will you be taking on your current or future projects? We don't have a single digital approach, but are very aware that kids are the ultimate early adopters and it's important for us to stay on top of what technologies and apps they are excited by. Do you see any links between your passion in music and your entrepreneurial drive? I love the entertainment business and that has been a common thread through all my projects: Firebox, Ping Pong Fight Club, Mind Candy, and Berwickstock, the music festival. If you want to hear more from Michael, Mind Candy’s next big project, and of course, Monsters, register now for Adobe Summit. Follow Michael @acton and take part in the conversation with ‪#AdobeSummit. See you there! Author: Date Created:25 April 2014 Date Published: Headline:Michael Acton Smith Speaking at Adobe Summit Social Counts: Keywords: Publisher:Adobe Image:http://blogs.adobe.com/digitaleurope/files/2014/04/Adobe_Blog-Header-images_1640x920_21.jpg

Mind Candy is ‘an enter­tain­ment com­pany that cre­ates mag­i­cal brands with a dig­i­tal heart’ and are the cre­ators of Furi, Pop­pet, Luvli, Kat­suma, Diavlo and Zom­mer (also known as Moshi Mon­sters).

The man behind these hugely pop­u­lar pet mon­sters - Moshi Mon­sters has over 80 mil­lion reg­is­tered users online - is Michael Acton Smith, CEO and cre­ative director.

I caught up with Michael before he takes to the stage at Adobe Sum­mit in Lon­don, May 14–15, to find out how these pet mon­sters came to life, what moti­vates him and, of course, what he’ll be shar­ing at Summit.

TW_MASCan you tell us a bit more about how you came up with the idea of Moshi Mon­sters in a cof­fee shop?

The first game we cre­ated at Mind Candy was a very com­plex online and offline trea­sure hunt called Per­plex City. It was ground break­ing, but sadly it wasn’t a hit and with our money fast run­ning out we needed another idea

I had a favourite cof­fee shop in Bat­tersea that I would spend hours in doo­dling and day­dream­ing ideas.  This is the loca­tion where Moshi was sparked to life. I had seen how kids loved the Inter­net and so wanted to cre­ate a fun but safe vir­tual world for them to play within. I liked the idea of pop­u­lat­ing this world with lit­tle pet mon­sters for them to adopt and nurture

What’s the next step in build­ing ‘the largest enter­tain­ment brand in the world for the new dig­i­tal generation’?

We’re try­ing to build the great­est enter­tain­ment com­pany, rather than the ‘largest enter­tain­ment brand’.

We want to con­tinue cre­at­ing mag­i­cal enter­tain­ment that kids of all ages love. Our brands have a dig­i­tal heart but can be enjoyed in many other ways such as mag­a­zines, books, toys, music and movies. We have sev­eral new excit­ing projects bub­bling away

Can you give us a lit­tle teaser into what you will be explor­ing in your Sum­mit talk?

I’m going to tell the story of my entre­pre­neur­ial adven­tures and share the lessons learned along the way that will hope­fully be use­ful for the audience.

I will also talk a lit­tle about the next big project we’ll be launch­ing at Mind Candy.

What new dig­i­tal approaches will you be tak­ing on your cur­rent or future projects?

We don’t have a sin­gle dig­i­tal approach, but are very aware that kids are the ulti­mate early adopters and it’s impor­tant for us to stay on top of what tech­nolo­gies and apps they are excited by.

Do you see any links between your pas­sion in music and your entre­pre­neur­ial drive?

I love the enter­tain­ment busi­ness and that has been a com­mon thread through all my projects: Fire­box, Ping Pong Fight Club, Mind Candy, and Berwick­stock, the music festival.

If you want to hear more from Michael, Mind Candy’s next big project, and of course, Mon­sters, reg­is­ter now for Adobe Sum­mit.

Fol­low Michael @acton and take part in the con­ver­sa­tion with ‪#AdobeSummit.

See you there!