U.K.-based Moshi Monsters developer Mind Candy has appointed a 10-year industry vet as its head of global marketing.

Joining Mind Candy is Ed Relf, who was director of marketing for Codemasters Online for over four years. He also worked for Microprose, Hasbro Interactive and Virgin Interactive. In addition, Relf was head of marketing and communications for Warhammer Online from 2002 to 2004.

“My immediate focus will be establishing the global marketing framework to springboard Moshi Monsters as one of the worlds leading online children’s game," Relf said in a statement.

Moshi Monsters is a free-to-play game revolving around virtual pet-raising and social networking.