Moshi Monsters proves popularity with adults

IT seems it is not just kids who look on in wonder when they see a Moshi Monster or a JCB digger – judges of this year’s Private Business Awards are clearly pretty impressed too.

The awards, which celebrate UK’s private businesses, last night named construction and agricultural equipment maker JCB as the country’s top private firm.

Meanwhile Mind Candy, creators of the children’s game and virtual pet site Moshi Monsters, took away the rising star of the year prize.

Other winners included R Griggs Group Ltd boss David Sudden – who stomped home with the chief executive of the year award for his turnaround of Dr. Martens boots over the past decade – and The White Company founder Chrissie Rucker, who wins business woman of the year category.

Ella’s Kitchen Group, makers of organic children’s food, has won the high growth business of the year category and Instarmac takes home the employer of the year award, proving cement and bitumen making is no heartless business.

Giving Mind Candy its prize, sponsors PwC, in association with HSBC Private Bank, praised the firm for captivating the 65m children who have adopted a pet online.

And no doubt both sponsors will be reaping the rewards of the site in years to come, when future job hunters reveal the maths savvy they picked up from hours playing with Rox – that’s Moshi game money if you want to be down with the kids.