Tech Tuesday is an on-going series profiling the Forum’s Technology Pioneers. The Tech Pioneers are companies that have been recognized by the Forum for ground-breaking and innovative approaches in tackling some of the world’s most wicked problems. Each week we will be showcasing one of the 2013 Tech Pioneers. You can learn more about the Technology Pioneer Programme on the Forum’s website.

Mind Candy: Learning about the online world through cartoon monsters

Mind Candy’s Internet website, Moshi Monsters, is designed specifically for the 5- to 12-year-old set. Kids who sign on are invited to adopt an adorable cartoon “monster” as their online avatar. They can then take care of it, outfit its home with furniture, purchase items with a monster currency called “rox”, play any of the 35 online games and puzzles and begin to social network with the avatar monsters of friends. Chief Executive Officer Michael Acton Smith thinks that the website not only makes learning fun, a phenomenon that he refers to as “stealth learning”, but also he feels that it helps to prepare kids for the harsher reality of more mature social networking sites such as Facebook.

Michael Smith, Chief Executive Officer
Location: London, United Kingdom
Number of Employees: 130
Year Founded: 2004

Mind Candy Ltd
56 Shoreditch High Street
London, E1 6JJ
United Kingdom

+44 20 7501 1900