SPONSORED FEATURE
Posh Paws
Stand D90
Posh Paws brings Moshi Twilight to life The Moshi Twilight Sleep Stories audio app is revolutionising bedtime for families around the world by helping kids drift off when the lights go out. Posh Paws MD Alan Smith and Mind Candy CEO Ian Chambers give their insights into how the new Moshi Twilight plush range, The Sleepies, is set to make bedtime a dream for millions of families. Alan, you have been at Posh Paws for more than nine months, what direction are you taking the business in and where do you see the biggest opportunities? It’s the dawn of a new era for Posh Paws. We are now into our 13th year having manufactured more than 50 million high-quality licensed plush toys. We now have a renewed focus on broadening our horizons through continually seeking new global licence opportunities, demonstrated by the signing of some fantastic new licences this year such as Moshi Twilight.
Ian, please explain more about Moshi Twilight, the latest evolution of the Moshi franchise We created Moshi Twilight to make a billion families around the world happier and healthier by helping their kids get to sleep using the power of storytelling. Working in partnership with Calm, the world’s leading meditation and wellbeing app, we have brought the enchanting world of Moshi to bedtime by creating completely original audio content featuring both new and much loved Moshi characters and locations. The app has more than 25 hours of audio Sleep Stories, Sleep Relaxations, Sleep Sounds, and Sleep Music to help children relax, settle and fall asleep.
Alan, what attracted you to this property? As soon as the team at Mind Candy presented Moshi Twilight to us we knew we had to be involved! The app is beautifully and lovingly created, with stories featuring adorable characters that are so well suited to plush toys. We felt we were perfectly positioned to produce a beautiful range of plush to help them to achieve their vision.
Ian, how do licensed products fit into your growth strategy for Moshi Twilight? Our licensing ambition for Moshi Twilight is to create a range of products that, when used alongside the app, help kids drift off to sleep easily at bedtime when the lights go out. Our first step on this journey has been to sign the global deal with Posh Paws. We will be launching more products in the future, all of which will bundle a subscription to the app giving families instant access to all of our content.
Alan, when are you planning to reveal your range? We are showing our range of Moshi Twilight Sleepies for the first time here at Toy Fair! Our range includes four Sleepies: SleepyPaws the Snoozy Koala, Nodkins the Bedtime
Bunny, Yawnsy the Sleepwalking Otter and Professor Feathersnooze the Owl of Nod. All four are available in two size variations. More than three million children across the globe have fallen to sleep listening to Moshi Twilight in the past year, we want to make their bedtime experience even more special with one of these beautiful, high-quality plush toys.
Ian, what kind of reaction has Moshi Twilight been getting from retailers and licensees? With Moshi Twilight we are incredibly excited about the potential to create a non-seasonal range of products that will perfectly enhance the digital audio experience of listening to Sleep Stories. The Moshi IP is unique and magical and there is a common belief that our world and its characters, which has inspired 100 million kids, has an opportunity to inspire a whole new generation of kids and parents.
To find out more, visit the exclusive Moshi Twilight sleep zone on Posh Paws’ stand D90 for your chance to snuggle down and relax with the dream partnership that is Mind Candy and Posh Paws.