Mind Candy is a British entertainment company, formed in 2004 by UK internet entrepreneur Michael Acton Smith, and based in Shoreditch, London, England. Mind Candy's first major project was a hybrid of stories, games and puzzles called Perplex City that was played simultaneously by thousands of people around the world. In 2007, the company began development on Moshi Monsters, a virtual world and online game aimed at children, which allows users to adopt their own pet monster, socialise and play educational puzzles. Moshi Monsters went into beta and first launched in May 2008.