![]() "You can make friends on there, and go to the disco and do jumping and breakdancing," says 10-year-old Jamie Miller. So what do the Weevils have that Moshi Monsters don't? "Some are quite clever and some are quite posh," says eight-year-old Daisy Cole. (Vocally some of the weevils sound a bit like Leonard Cohen.) That would be the benchmark for Bin Weevils." He describes the Weevils' sound as "something that will appeal to 7-10 year olds, with a slightly poppy rock sound". He worked on the Moshi album, so he should know: it "ended up doing 70 or 80K, maybe even more than that. "We know that if you can work with the right partner, or with the right band, and create music that appeals to a certain age, you can sell lots of CDs," says Phil Savill. Counterintuitively, this youngest of demographics still buys music on CDs. Their debut album, Bin Tunes, is released by Sony on Monday. And now, like Moshi Monsters, the Weevils have a record deal. Worldwide, it has 20 million registered players and 30,000 new users are signing up daily, most of them in the UK.Īs with Moshi Monsters, the website allows its users to create their own character, customise its habitats and interact with others. He is an Ultra Rare Moshling who is one of the three rarest moshlings. Its standalone site has two million visits from children a month. She uses the words "slimy" and "grimy" to talk about them.īin Weevils launched in 2008 as part of .uk (Johnson used to be head of creative at the Disney Channel in the UK) and the numbers that measure its growth are compelling. That was the attraction of them," says Johnson. "All the characteristics of Bin Weevils were born out of this idea that they were cheeky, anarchic, irreverent, a little bit grungier than some of the more glossy kids brands that are around. The Wombles, right? Except Bin Weevils are less wholesome and biddable than Wombles, and they don't push the environmental message. You may think you have heard this before. ![]() "The idea," says Johnson, "is that it originated from rubbish." Their habitats – the weevil bank or cinema – are all made out of rubbish. The weevils are so-called because they live in a bin, which is not as appalling as it sounds, because as is the way of these things, the bin can be customised. Or perhaps not so improbably: "They have a long nose because of their weevil-like nature," says their co-founder, Amelia Johnson. It's the Bin Weevil, a weevil-like creature with its own virtual world and an improbably long nose. Move over Moshi Monsters, there's a new animated critter in your child's social media life.
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