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01.08.08 
Webkinz And Marketing To Children
 By
Matt Bailey
Being intimately familiar with WebKinz World, I have been fascinated with the development of this network, mainly for the standpoint of the marketing.
My familiarity? Our household is directly in the target market and I searched everywhere for a pink pony WebKinz for Christmas.
In all of the hoopla that surrounds social media marketing, the virtual world of Webkinz has quietly slipped into being the fastest growing social network online. The reason why it's been so quiet? The target audience is 7-12 year olds. Ask most parents, and they are probably familiar with the virtual pet phenomenon, at least they will be familiar with being asked to buy the Webkinz.
In the past year, visitors to Webkinz have increased by 342% to more than six million unique visitors in November 2007 (ComScore). eMarketer estimates that 20 million children will be members of a virtual world by 2011, up from 8.2 million in 2007.
Social Network Marketing
Other social networks targeted at adults have been formed mainly out of hobbies and shared interests. Social networks are formed with the intent of gathering people; Marketing in these networks is an afterthought until the drive for a buy-out creates the need for monetization.
However, when it comes to the younger audiences, the social network and virtual worlds are created by brilliant marketers as a way to further the passion for the product. The primary purpose is marketing, which is concerning to me, as a parent and a marketer.
How Webkinz Works
Webkinz plays to the idea of an exclusive club - only those who purchase the plush toy will be granted access. In fact, it is called an "adoption" rather than a purchase. Webkinz is sort of like the old cabbage patch doll phenomenon. When you bought the doll you received a birth certificate for the doll, which initiated you into a club (so to speak).
Webkinz operates on a similar principle, but the code on the Webkinz, is also the code that allows you to adopt your pet online and have access into the virtual world. Once a child has that access, they are now responsible to care for their animal that has "come to life" in this virtual world. This caters to and develops the nurturing play of children.
Interestingly, you simply cannot wander Webkinz World, you eventually have to purchase a house and furnish it for your Webkinz pet. You do this by playing games and earning money. With the money you earn, you can buy more items for your Webkinz, such a bigger house, a pool, a bed, furniture, TV, etc.
KinzChat
Social interaction in WebKinz World is limited, thank God. When my daughter told me that she made a friend and was chatting with them online - I freaked. This is what got me into learning more about Webkinz. Chatting in Webkinz World is a series of pre-programmed statements. Children choose which statement their pet will say to the other pet, and they can choose to friend each other from there. They can also choose to share recipes, such as a waffle, strawberry, and spicy pizza combination called "mizzleberry jacks." There is no direct one-to one interaction at this point. Children feel as though they actually have real conversations and talks about them as if they were real and these new friends are real. As a parent - I like that, but it does make me wonder about the new definition of the word "friend".
Continue reading this article.
About the Author:
Matt Bailey is the founder of SiteLogic, a website marketing consulting
company. Matt has been in the SEO and website marketing industry since
1996, and instructing others how to do so since 1999. Matt is a regular
speaker for the Search Engine Strategies Conferences, both in the US and
International Shows, the Direct Marketing Association and the American
Advertising Federation.
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