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Moshi Monsters is a social-networking online game and virtual-pet site targeted at children aged 6 to 10. The player adopts and cares for a pet monster, solving puzzles which lead to rewards called Rox. These can be used as currency to buy items for the adopted monster, such as clothing, food, and home decor. Unwanted objects can be sold to get Rox. The game was developed in 2007 by the British media company Mind Candy and launched in April 2008.