Posted in gaming, kids, marketing, online advertising, trends, tween, virtual worlds, web business, Webkinz

Thinking Outside Virtual Worlds

The big category is Webkinz. The company is already launching different models, but it’s also selling figurines, lip gloss, and more to monetize the interest in the brand. Lots of companies are following suit. [ed: it seems like a new one at least every week]

Barbie Girls and Be-Bratz target an older market. Barbie Girls, though, offers some free content and as taken an early lead in users Collectible cards, like Bella Sara, Chaotic, Maple Story, World of Warcraft, have also spread across the environment. In the other direction, companies like Moo.com (with Habbo), Stardoll, Zazzle, and FigurePrints.com allow users to take elements from the virtual world to the real. Sometimes that’s as simple as printing your avatar on a tshirt, sometimes it’s designing clothes for your avatar that can then be fabricated for you, and sometimes it’s the creation of your avatar itself.

TestTubeAliens.com is an alien in a tube of water, when held up to the screen, it detects screen patterns and changes the mood of the physical alien. UbFunKeys comes from Mattel and operates in the similar fashion as Webkinz, but with plastic instead of plush. Tamagotchi recently updated its online world. Me2 from IrwinToy.com is a motion sensor that records your physical activity and then points to your virtual character at home, potentially promoting activity away from the sedentary lifestyle.

Other products like iBuddy or Ambient Devices’ gadgets interface with your computer or environment to provide you more information, creating more of an augmented reality than a straight up virtual world, but creating possibilities, said Smith, for giving feedback to users away from their avatars.

Other items, like Tshirts from Thinkgeek, Firebox, eLaundry.com, and Tqualizer imprint electronics that are tied to other tshirts or products, giving feedback through interwoven screens.

Virtual Worlds News: Liveblogging Worlds in Motion: MindCandy’s Michael Acton Smith on “Thinking Outside Virtual Worlds”

Interesting post on how to extend the virtual world brand to products.

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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. Strategic Vision & Business Development: • 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

3 thoughts on “Thinking Outside Virtual Worlds

  1. The Me2 concept from IrwinToy.com is very much in line with what MIT Lifelong kindergarten or Finland’s Ubiplay porjects are trying to promote ; couldnt find any details on the Irwintoy.com website ; can you help, Joy?

    thanks in advance.

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