MiniMonos seeks partners following growth in UK market

Published on: 9th October 2012

The virtual world for children is looking to strike partnerships with like-minded brands sharing its vision for an ethical toy market.

The site welcomed its millionth member this Summer, becoming one of the biggest online communities for British children, and was recently selected for BBC Worldwide Labs, the business-mentoring programme looking to support the most dynamic emerging digital media companies in the UK.

MiniMonos will be showcased at Brand Licensing Europe where visitors will be able to immerse themselves in the site experience, sample latest games, collectables and ethical brand merchandise, plus learn about upcoming product launches and in-world activity, such as ‘EcoMonkey’ projects: real-life tasks which kids have completed at home, school or in their community to help the environment.

CEO and founder Melissa Clark-Reynolds has married technology with eco-activism as an antidote to other websites for children which are primarily concerned with marketing products to young consumers. She will be using the debut at Brand Licensing Europe as a platform to find partners who are similarly committed to offering ethical play options, created using safe, sustainable resources by people earning a fair wage.

MiniMonos is already transforming the supply chain for prepaid gift cards in the UK, New Zealand and Australia, announcing the launch of the first eco membership cards in each territory during the week of Brand Licensing Europe, in conjunction with Incomm. The new cards are made from FSC card instead of traditional Styrene material, meaning they can be recycled after use rather than put into landfills.

Clark-Reynolds said: “We’re delighted to be attending BLE this year following the fantastic response of British kids to MiniMonos. We want to take this opportunity to find people we can work with who aren’t just in the business of selling disposable plastic toys, but products which are built to last for generations of play – and achieving shared goals to support environmental causes close to the hearts of our UK fans.”

MiniMonos is also a member of Buy1Give1, a donation initiative that means every time a Gold membership is purchased on the website, a child in India gets a clean water supply. Via the purchase of virtual goods inside the game, British children have also supported good causes such as adopting orangutans and protecting wild tigers.

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