Michael Acton Smith: Calm, Mind Candy and Moshi Monsters

Last Updated on August 4, 2026 by Business Blog Media Editorial Team

Introduction

Michael Acton Smith is a British technology entrepreneur known for co-founding Calm and creating the children’s entertainment brand Moshi Monsters.

He is currently listed by Calm as the company’s co-founder and executive chairman. Before Calm, he founded Mind Candy and helped build Moshi Monsters into a major digital entertainment brand for children.

His earlier business experience also includes Firebox, an online gifts and gadgets company that he started with university friend Tom Boardman.

Michael’s career covers online retail, games, children’s entertainment, digital media, meditation, sleep and mental wellness.

Michael Acton Smith Quick Facts

Detail	Information
Full professional name	Michael Acton Smith
Profession	Technology entrepreneur
Current verified role	Co-founder and Executive Chairman of Calm
Calm co-founder	Alex Tew
Earlier company	Firebox
Children’s entertainment company	Mind Candy
Famous digital brand	Moshi Monsters
Main industries	Technology, entertainment and mental wellness
Education	Geography degree from the University of Birmingham
Honour	OBE for services to the creative industries

Who Is Michael Acton Smith?

Michael Acton Smith is an entrepreneur who has created businesses for several different audiences.

Firebox sold unusual gifts and gadgets through the internet.

Mind Candy developed games, characters and entertainment for children.

Calm provides digital tools connected with meditation, sleep, relaxation and mental wellness.

Although these businesses are different, they share a common idea: creating memorable digital products that fit naturally into people’s lives.

Readers interested in another British founder who combined design, community and technology can explore Simon Beckerman’s journey from Depop to DELLI.

Studying at the University of Birmingham

Michael studied geography at the University of Birmingham.

The university identifies him as a 1996 geography graduate.

While studying there, he met computer-science student Tom Boardman through the university chess club. The two later became business partners.

Their university experience became the starting point for Michael’s first major online business.

Starting Firebox

Michael Acton Smith and Tom Boardman created Firebox after graduating from university.

The business began with a product they had designed themselves: a chess set made using shot glasses.

The product attracted interest and encouraged them to develop a wider online shop selling unusual gifts, gadgets and lifestyle products.

Firebox entered the market when online shopping was still developing.

Customers were beginning to feel more comfortable purchasing products through websites, but many traditional retailers had not yet created strong digital experiences.

The company used unusual products, creative descriptions and humour to stand out.

What Firebox Taught Michael Acton Smith

Firebox gave Michael experience in several important areas of online business:

• Product selection
• Website development
• Digital marketing
• Customer service
• Brand identity
• Online payments
• Order fulfilment
• Business partnerships

The company also demonstrated that an internet business could create a strong personality.

Firebox did not present itself like a traditional department store. It used entertaining product ideas and playful communication to make online shopping more memorable.

This lesson later appeared in Michael’s work with Mind Candy and Moshi Monsters.

Founding Mind Candy

Michael established Mind Candy in 2004.

The company was created to develop original games, digital worlds and entertainment brands.

Mind Candy’s early projects included Perplex City, a story-driven puzzle experience that used websites, cards, events and real-world clues.

The company later achieved wider success through Moshi Monsters.

The University of Birmingham described Michael as Mind Candy’s founder, chief executive and creative director during the company’s major growth period.

What Is Moshi Monsters?

Moshi Monsters was an online world created for children.

Players could adopt and customise a digital monster before exploring a fictional location called Monstro City.

The experience included:

• Virtual pets
• Puzzles
• Games
• Collectable characters
• Personal rooms
• Digital rewards
• Social features
• Children’s stories

The colourful characters and simple online activities helped the brand build a large international audience.

Calm’s official profile for Michael states that Moshi Monsters grew to around 80 million registered users.

Expanding Moshi Monsters Beyond the Internet

Moshi Monsters developed into more than an online game.

The brand expanded into:

• Toys
• Books
• Magazines
• Trading cards
• Video games
• Music
• Live entertainment
• A feature film

This expansion turned digital characters into physical products that children could collect and use away from a computer.

The University of Birmingham reported that the brand had expanded into toys, a children’s magazine, a Nintendo DS game, music, books and trading cards during Michael’s leadership.

Why Moshi Monsters Became Successful

Moshi Monsters combined several ideas that appealed to children.

Personal ownership

Each player could adopt and customise a monster.

This helped children feel that the character belonged to them.

Regular activities

Puzzles and games gave users reasons to return.

Collectable characters

The Moshlings and other characters encouraged discovery and collection.

A wider story world

Monstro City gave the brand locations, characters and stories that could support many different products.

Online and physical products

Children could interact with the brand through both digital games and real-world merchandise.

This combination helped Mind Candy turn one online product into a wider entertainment business.

Winning a BAFTA

Moshi Monsters won the Original Interactive category at the 2013 British Academy Children’s Awards.

BAFTA credited Michael Acton Smith alongside Steve Cleverly and Divinia Knowles for the winning project.

The award recognised the creativity and interactive design behind the children’s online world.

It also showed that digital entertainment could be judged alongside established television, film and learning productions.

Moving From Mind Candy to Calm

Michael later focused more of his attention on Calm.

Calm was launched in 2012 by Michael Acton Smith and Alex Tew.

The company began with a website and mobile application designed to make meditation and relaxation easier to access.

Instead of asking users to attend a physical class, Calm allowed them to listen to guided sessions through a phone or computer.

This approach helped meditation reach people who wanted a private, simple and flexible experience.

What Is Calm?

Calm is a mental-wellness company offering digital content for meditation, sleep and relaxation.

Its platform includes:

• Guided meditation
• Sleep Stories
• Relaxing music
• Soundscapes
• Breathing exercises
• Mindful movement
• Workplace wellness content
• Personal-development programmes

Calm’s official website describes its mission as supporting people throughout their mental-health journey.

The company identifies Michael Acton Smith and Alex Tew as its founders.

Michael Acton Smith’s Current Role at Calm

Calm currently lists Michael as its co-founder and executive chairman.

An executive chairman normally combines board leadership with active involvement in important company matters.

The role may include:

• Supporting long-term strategy
• Advising senior management
• Protecting the company’s mission
• Reviewing major opportunities
• Supporting partnerships
• Helping guide products and brand direction

The exact responsibilities can differ between companies.

The important verified point is that Michael remains officially connected with Calm’s leadership.

How Calm Grew

Calm expanded from a meditation application into a wider mental-wellness platform.

The company now offers content connected with sleep, stress, mindfulness, movement and workplace support.

Calm’s official company page reports more than 180 million downloads and millions of five-star reviews across major app stores.

The app has also received several major recognitions.

Apple selected Calm as its 2017 iPhone App of the Year, while the company has also appeared in Fast Company and TIME business lists.

Sleep Stories

Sleep Stories became one of Calm’s most recognisable features.

These are audio stories designed to help listeners relax before sleeping.

They combine:

• Calm narration
• Gentle storytelling
• Soft music
• Slow pacing
• Peaceful subjects

The format helped Calm move beyond traditional meditation sessions.

A user who was not interested in formal meditation could still use the app for music, soundscapes or bedtime stories.

This wider product range helped Calm appeal to different types of users.

Calm Beyond a Single App

Calm has continued expanding its services.

Its current platform includes meditation, sleep support, music, mindful movement, workplace content and soundscapes.

The company has also developed services for employers and healthcare organisations.

This wider direction shows how a consumer application can grow into a company serving individuals, businesses and institutions.

Michael’s earlier experience with Moshi Monsters may have helped shape this approach.

Mind Candy turned one online game into books, toys, music and films.

Calm similarly developed beyond a simple meditation tool into a wider wellness brand.

Comparing Mind Candy and Calm

Mind Candy and Calm serve very different audiences, but their business models share several features.

Both began with digital products

Moshi Monsters started as an online world.

Calm began as a website and mobile application.

Both created recognisable brands

Strong visual design and clear identities helped the companies stand out.

Both expanded beyond the first product

Moshi Monsters moved into toys, books and films.

Calm expanded into sleep, music, workplace support and healthcare services.

Both focused on regular use

Games and puzzles encouraged children to return to Moshi Monsters.

Meditation programmes, Sleep Stories and soundscapes encourage repeated Calm use.

Both built around emotional experiences

Moshi Monsters offered play, creativity and imagination.

Calm focuses on relaxation, sleep and mindfulness.

Michael Acton Smith’s OBE

Michael Acton Smith was appointed an Officer of the Order of the British Empire for services to the creative industries.

His name appeared in the 2014 New Year Honours list as the chief executive and founder of Mind Candy.

The honour recognised his contribution to British technology, games and digital entertainment.

Michael Acton Smith’s Entrepreneurial Approach

Several clear ideas appear throughout Michael’s career.

Create memorable brands

Firebox, Moshi Monsters and Calm all have simple and recognisable names.

Use technology to make experiences easier

Firebox made unusual products easier to buy.

Moshi Monsters made digital play accessible to children.

Calm made meditation and sleep content available through mobile devices.

Build beyond the first product

His businesses often grew into larger collections of services, content and products.

Mix creativity with business

Strong design and storytelling helped his companies attract attention, but they also required technology, operations and commercial planning.

Learn from different markets

Michael worked in retail, games, entertainment and wellness rather than remaining inside one industry.

Readers can also explore how Will Shu used a personal delivery problem to build Deliveroo.

Business Lessons From Michael Acton Smith

Begin with a simple idea

Firebox started around an unusual gift product.

A company does not always need to begin with a complex platform.

Understand the audience

Moshi Monsters was designed around the way children play, collect and imagine.

Calm was designed around people seeking simple access to meditation and relaxation.

Build a strong identity

A clear name, visual style and tone can help customers remember a business.

Develop more than one income source

Entertainment brands can grow through subscriptions, products, licensing and partnerships.

Adapt experience to a new industry

Skills from digital entertainment can also support a wellness application.

Keep products easy to use

A successful technology product should make a task feel simpler rather than more complicated.

Why Is Michael Acton Smith Important in Business?

Michael Acton Smith is important because he has helped build recognised digital brands in several industries.

He participated in the growth of online retail through Firebox.

He helped turn children’s online entertainment into a wider character and merchandise business through Moshi Monsters.

He then co-founded Calm, which brought meditation and sleep content to a large mobile audience.

His career demonstrates that entrepreneurial skills can move between industries.

The product may change, but customer understanding, brand design, technology and storytelling remain valuable.

Frequently Asked Questions

Who is Michael Acton Smith?

Michael Acton Smith is a British technology entrepreneur known for Calm, Mind Candy, Moshi Monsters and Firebox.

What is Michael Acton Smith’s current role?

Calm lists him as its co-founder and executive chairman.

Who founded Calm?

Calm was founded by Michael Acton Smith and Alex Tew.

What does Calm do?

Calm provides digital content connected with meditation, sleep, relaxation, music, mindfulness and mental wellness.

Did Michael Acton Smith create Moshi Monsters?

Yes. Calm and the University of Birmingham identify him as the creator of Moshi Monsters and founder of Mind Candy.

What was Mind Candy?

Mind Candy is the entertainment company behind Moshi Monsters, Moshi Kids, Moshi Play, Petlandia and World of Warriors.

Did Moshi Monsters win a BAFTA?

Yes. Moshi Monsters won the Original Interactive category at the 2013 British Academy Children’s Awards.

What was Michael Acton Smith’s first major online business?

He started Firebox with Tom Boardman after they met at the University of Birmingham.

Did Michael Acton Smith receive an OBE?

Yes. He received an OBE for services to the creative industries.

Final Thoughts

Michael Acton Smith has built a career around technology, creativity and memorable consumer brands.

He started Firebox with university friend Tom Boardman before founding Mind Candy and creating Moshi Monsters.

Moshi Monsters developed from an online children’s world into a larger entertainment brand covering toys, books, games, music and film.

Michael later co-founded Calm with Alex Tew.

Calm expanded meditation and relaxation into a wider platform for sleep, music, movement and mental wellness.

He currently serves as Calm’s co-founder and executive chairman.

His career shows that an entrepreneur can move between industries while continuing to use the same central skills: understanding customers, creating strong brands and making products easy to enjoy.