James MIPBlog: "The other innovation that I can see coming is that a big new kids entertainment proposition will originate on the web but break out and become a mass media hit. Extraordinary things are happening with this (Moshi Monsters) website for 5 to 11 year olds that is a sort of Tamagochi/Facebook hybrid — you get to adopt and customise a monster and socialise in a moderated environment with other monster adopters. Moshi Monsters has surged past 35 million subscribers this year and reached profitability with subscription as its main business model.