Update: Social Virtual Worlds for Tweens

Social Networking Sites for tweens let kids interact through virtual pets.

Trend Description
Social Networking Sites for the very young let kid connect through virtual pets. We already reported about some of the new stuffed animals and collectible toy figures which come with access codes for online games (Please read our trend posting Real Toys - Virtual Games). Other social virtual world for tweens exist just online and reward children for spending time on the certain website with virtual money (or points) which can be redeemed in items for the virtual pets.

Cases:

Club Penguin:
Club Penguin is one of the fastest growing online virtual worlds aimed at children between 6 and 14. It claims to have 700,000 paid subscribers and 5 million visitors each month. Subscriptions are US$ 6 monthly right now. Launched in October of 2005, ClubPenguin was purchased by Disney on August 1st 2007 and expects to make $35 million in profit off revenues of $65 million in 2007. Players interact through their penguins, they can chat, play games, send cards or use emotes. While playing they earn virtual coins, which they can use to buy clothes and accessories for their penguin and furniture for their igloo. There is no advertising but The website will shortly be rebranded “Disney’s Club Penguin”.

Check out this Video that Disney airs about Club Penguin on Channel “Disney 365″

Moshi Monster:
Moshi Monsters, a UK based social networking site aimed at children between the ages of 7 and 12 years old, might become Club Penguins biggest competitor “Tweens” can adopt and customize their very own pet monsters. The more they play with their monsters, the “happier” the monsters will be. At the same time playing games on the site earns points, which can be used to buy items for the pet monster. Parents might like this site, because the games and puzzles “created” by the monster teach vocabulary, math and logic. But players can also interact with each other, typing in speech bubbles and leave messages for one another. There is no charge, since the companies hopes to successfully sell Mosh Monster merchandise.

Trend Impact
Today’s tweens around the world are being raised with digital media as a natural part of their lives. Web services for young children are a challenge due to the growing concern of how companies market to children. Most of the services available offer tiered services, no advertising and free components. Many also include a parents section, explaining the game, its educational benefits and teach about “net safety”. However, some critics say that these sites, which are all rewarding the kids with virtual money or points, are training grounds that turn children into shopping oriented capitalists. Despite these criticisms, many people and developers took notice when Disney spent up to US$ 700 million on the acquisition of Club Penguin and its 12 million registered users.

Club Penguin

Moshi Monster

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