A girl I used to play music with asked what she should get primary school age children for Christmas. Someone said Moshie Monsters, because they're really really with kids around that age. I looked up what they are and it turns out they started as an online game, so kinda like this generations Tamagotchi's, and expanded into figures, games, toys, music etc.

And then I noticed this, slightly further down the page.

In March 2012, Mind Candy confirmed a major partnership deal with Sony Music. The deal followed the recent launch of Mind Candy’s own music label, Moshi Monsters Music. The deal will see Sony Music handle the distribution aspects of Moshi Monsters' music releases, starting with the debut album Moshi Monsters, Music Rox! Jason Perry, formerly with the UK rock band "A" and head of Moshi Music, is driving the new album.

Brilliant.