Launched less than two years ago, Webkinz have quietly grown into a phenomenon similar to Cabbage Patch Kids and Beanie Babies in years past — the type of toy that a parent will drive across the state to snag, or pay four times the selling price for on a Web site such as eBay.Popular with 7- to 12-year-olds, Webkinz is a sort of amalgamation of tween favorites: a cute plush toy, a virtual pet, a social networking Web site and a place to play online games.
The Webkinz Web site is part of the attraction.Each stuffed animal comes equipped with a special ID that lets kids log on to a Web site and build their own virtual reality for an online version of the pet, complete with its own room.
To coddle their online pets with special room decorations and other treats, kids can earn “KinzCash” by playing games, taking quizzes or doing odd jobs like painting. (No real cash changes hands.) The virtual animals also need nourishment and attention in order to thrive.
Webkinz owners also can interact with one another using a tightly controlled chat program, which offers pre-built phrases to prevent people from seeking out personal information.
The Webkinz drought has left many unhappy youngsters in its wake
Webkinz sparks a craze, and a shortage – Consumer News – MSNBC.com
First Wii shortages, now webkinz! Is it bad that there is a part of me that smiles at this story? 😛
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Joi
I am a data & results driven Digital Media Influencer with over 15 years of experience in engagement, family marketing, scaling infrastructure and audience culture across a product’s lifetime from pre-launch to millions of users.
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• Articulated corporate integrated digital marketing strategies for 10 children’s entertainment properties across multiple digital channels
• Authored a comprehensive business plan for scalable online community infrastructure for internal and external partners and successfully participated in a thorough VC due diligence process
• Increased sales revenue by 20% while managing 6 million dollars of annual revenue in existing business services.
Production & Project Management:
• Developed multiple 2D & 3D multi-player virtual worlds, online games & apps based on repurposed/original assets
• Produced 12 animated 2-minute shorts for broadcast on television & developed animation production department workflows
• Launched multiple major website redesigns to include more fan interaction
• Led workflow & process optimization teams to improve operational effectiveness/productivity.
Audience Engagement & Research:
• Developed domestic and international audience research programs both on & offline for both parent and children audiences
• Grew multiple audiences from pre-launch to tens of millions by using organic, as well as established marketing tactics.
Team Management & Relationship Building:
• Designed team management & organizational structures for multiple Web Content and Web Marketing departments including international remote teams of staff in North & South America, Europe and Asia.
• Managed teams in multiple disciplines, including customer service, social media engagement, production, moderation, marketing, design, tech and content development.
• Extensive client, vendor and partner management experience in television, licensing, digital, e-commerce & customer service industries
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