LONDON, ENGLAND - FEBRUARY 22: Arthur, 4, grabs Moshi Monster Furi outside a pop-up shop selling merchandise from the children's online game "Moshi Monsters" in Whiteleys Shopping Centre on February 22, 2011 in London, England. moshimonsters.com has over 34 million users, it is aimed at the 7-12 year old who adopt and look after pet monsters. Players must solve educational puzzles to accumulate currency, known as Rox, which can be used to buy food and gifts for their monster. The store is open throughout February school half-term and offers activities and merchandise to Moshi Monsters players. (Photo by Oli Scarff/Getty Images)