Web Playgrounds of the Very Young

Forget Second Life. The real virtual world gold rush centers on the grammar-school set.

New York Times, January 2, 2008 — Trying to duplicate the success of blockbuster Web sites like Club Penguin and Webkinz, children’s entertainment companies are greatly accelerating efforts to build virtual worlds for children. Media conglomerates in particular think these sites — part online role-playing game and part social scene — can deliver quick growth, help keep movie franchises alive and instill brand loyalty in a generation of new customers.

Virtual World Gold Rush?

Reports that Sony or News Corp. could snap up Club Penguin highlight the growing allure of such sites to potential acquirers

BusinessWeek, May 22, 2007 — Does this mean virtual worlds are the next trend in big media acquisitions? Could be. Call it social networking 2.0: Google, Yahoo, Microsoft, Time Warner, News Corp., Viacom — all demonstrated an interest in it. If one goes, others would follow

Fuzzy Critters With High Prices Offer Lesson in New Concepts

New York Times, March 26, 2007 — IF the face of e-commerce 1.0 was the Pets.com sock puppet, will the new face of e-commerce be a Webkinz? The cuddly stuffed animals, which are in exceedingly high demand among the elementary school set, have also gained notice among Internet executives for their ability to bridge the online and offline worlds. And although no one expects others to replicate the breakaway success of Webkinz in, say, the automotive industry, analysts said there are many lessons to be learned from these plush toys.

This Frog Speaks Volumes About Word-of-Mouth†

Webkinz Sell by the Millions -- Without Advertising

Advertising Age, January 22, 2007 — Starbucks, Amazon, Palm and ... Webkinz. If you haven't got kids, it's possible you just haven't heard of them yet, but these Beanie Babies on steroids are following in the footsteps of some of the great word-of-mouth marketing success stories as they take over the nation's playgrounds.