October 29, 2007

Logging In Over Going Out: Kids’ Virtual Worlds Continue to Grow

by Christine Huang

28virt6001.jpgOn Sunday, the NY Times featured an illuminating piece on the expanding universe of children’s online worlds, ranging from the predominantly virtual, like Disney-owned Club Penguin, to those that encourage the purchase of offline toys for online play, like the extremely popular Webkinz. The article reports on the increasing number of children joining virtual communities and interacting with online rather than real-life toys and peers, with the number of unique monthly visitors to Club Penguin more than doubling in the last year (jumping from 1.9 million to 4.7 million) and Webkinz.com seeing a 600% growth in the same period (growing from less than 1 million to 6 million visitors).

With many of these sites offering free general membership but pay-for upgrades and premium features, the ramifications of commodifying (and digitizing) children’s playtime becomes a concern. The article points out one site, PAYjr.com, that sells a prepaid card for online purchases to children 13 and older, a concept that many parents might cringe at.

The lessons gleaned from these virtual interactions and games are disputable. Some  argue the sites are nothing new, that kids have always wanted toys and these online spaces are even “teaching children to make smart choices they are going to need to make in the real world,” as a spokeswoman for Club Penguin argues. Others, however, fear these ever upgradeable worlds are instructing children little more than how to accumulate more and more virtual junk. The reality is probably a varying mix of the two, as the story of one avid Club Penguiner reflects:

[Six-year-old] Trevor used Club Penguin’s virtual coins to buy his eclectic igloo furnishings, but his parents spent real money for four tangible toy Puffles from the Club Penguin shop at $4.95 each. Watching the action from a sofa, his father, Gregory Pennett, 53, a consultant to country clubs, said he appreciated how Club Penguin made Trevor earn his imaginary coins by working — for instance, virtually unloading bean bags from a truck. But he summed up the virtual play by saying: “It’s teaching them consumption.”

[via NY Times]

Article categories: Media & Publishing, Trends In The US, Web & Technology, Youth

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7 Responses to “Logging In Over Going Out: Kids’ Virtual Worlds Continue to Grow”

  1. slavin
    Posted from: 72.229.131.3

    October 29th, 2007 at 10:05 pm

    Called the Webkinz boom 8 months ago at PSFK NY. Webkinz unique visitors have grown over 900% in the last year, to 5.2MM, as compared to the poster child, Club Penguin, which has fewer uniques, and 150% increase in the same period.

    The key here is the use of physical distribution for virtual goods. Given the choice between a physical object that has a digital life, and one that does not, it’s an easy choice. If it’s a toy. And you’re a kid.

    Or if it’s anything else, and you’re not.

  2. Sheila
    Posted from: 75.222.184.218

    October 30th, 2007 at 4:02 am

    Why do you suggest parents should cringe at the concept of a prepaid card for teens? I have two teenage sons who actually have payjr. Visa bucks cards and it has been a great tool for our family to teach budgeting and its a lot easier for me to give them the money they need for school activities, gas, food, etc.

    I do cringe at the idea of website sinking their teeth into young kids but I’ve got bigger issues to deal with my boys - teen chat sites, online porn, etc.

  3. News « Agency Spy
    Posted from: 72.232.131.31

    October 30th, 2007 at 11:48 am

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  4. Tangerine Toad
    Posted from: 96.234.17.123

    October 30th, 2007 at 10:57 pm

    @Slavin: Webkinz is on its way out too. In another year, the #s will be way down.

    Several reasons: Whereas once Webkinz were hard to find, they’re easily obtained today. The scarcity made them cool - they were only sold through select card stores (as opposed to toy stores) and in very small numbers.

    Kids also have the attention span of gnats. From August, when I posted about their rise (http://tangerinetoad.blogspot.com/2007/08/disneys-newest-character.html) to now, they’ve completely fallen out of favor with all the kids in my neighborhood, my own included. They haven’t abandoned them, but obtaining new Webkinz is no longer a focus and I’m sure when the new new thing comes along, they’ll be all over that too.

    @Christine: I do think they teach the kids some element of capitalism in that they have to work to get things they want.

  5. iVinnie - YOUR Number ONE Virtual News Network - Edita Kaye Editor-in-Chief » Blog Archive » Logging In Over Going Out: Kids’ Virtual Worlds Continue to Grow
    Posted from: 74.52.58.146

    October 31st, 2007 at 9:31 am

    [...] Logging In Over Going Out: Kids’ Virtual Worlds Continue … [...]

  6. michael
    Posted from: 66.253.123.18

    October 31st, 2007 at 12:54 pm

    new ones are cropping up all the time as well like this one from ty that we’ve been working on http://www.tygirlz.com

  7. The ultimate Webkinz blog! » Blog Archive » Logging In Over Going Out: Kids’ Virtual Worlds Continue to Grow
    Posted from: 72.232.4.162

    November 2nd, 2007 at 5:22 pm

    [...] Read the rest of this great post here [...]

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