One quarter of UK children familiar with Moshi Monsters first experienced the brand via toys, new research suggests.
Specialist youth research agency Dubit also found that 19 per cent of US kids played with the toys first, compared to 36 per cent of UK kids and 27 per cent of US kids who had played the game first.
"Our research shows that the majority of six to 12 year olds are also consuming entertainment brands cross-media (86 per cent), with TV being the driving force," said Dubit's Peter Robinson.
"We found this out by asking children whether consuming a property through one type of media (TV, books, games and toys) had led them to seek out the IP through another type.
"The largest section of children said they had gone to play with the toy after seeing a property on TV (56 per cent); while children playing with the toys were also most likely to go on to consume the IP on TV.
