Currently on Webkinz.com…

The NYT just published an article about the latest scheme from the Webkinz team on how to capitalize on virtual play time. Much like, Club Penguin, Webkinz is an online community for children filled to the brim with all sorts of online games and virtual world goodies. Unlike most other social networks, Webkinz requires users to buy a plush doll in order to gain access to the site. Unfortunately, the toy is nothing more than a way to bundle in an access code to the site, providing no added value in the form of play time away from the virtual world. Yet, forcing parents to buy these expensive ($15 and up) dolls wasn’t quite enough for the company, and they are now supplementing revenues by forcing children to watch ads on the site after logging in. They have also tied in the ad content into the online world, allowing children to purchase ad-related accessories for their characters. When I first heard about Webkinz earlier this semester, I thought they were probably on to something with their attempt to combine virtual and physical play time. The NYT article highlights just how unoriginal their idea has now become. Rather than focusing on the potential for interplay between physical objects and online play, the Webkinz team has reverted back to the most primitive form of online marketing; proving that they are not a toy company and much more like the typical ‘have no new ideas on how to make money on the internet’ spam site.