Posted in virtual worlds, Webkinz

Good questions re: kids toy + VWs

However, one concern bubbling at the back of my mind is this: children don’t stick to one kind of toy. So it’s likely that many of them will end up with access to multiple virtual worlds through their toy collection. Are there enough kids with enough time to keep dozens of toyworlds in business? I’m guessing not.

It’s also interesting to wonder whether these worlds will focus on individual toy ranges, or widen out a bit. For example, could Disney run one single virtual world, and whenever you buy any Disney-related toy, you get the right to use that character as an avatar – but in the same world. It would solve that problem of fragmentation, but only a few brands (Hasbro and Mattel included) would have the scale to pull it off.

Disney to launch Clickables connected toys on Monday | VWF blog | Virtual Economic Forum Content Library

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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 “Good questions re: kids toy + VWs

  1. Honestly, I think kids will jump from one VW to the next. I think some will have multiple ones that they are active in. But, I think the moment a kid loses interest, they will jump to something new. The real question I guess is, how to keep a child interested. What does it really take? When you are a Disney, you tend to have a great deal of money to throw at this problem. Hasbro and Mattel also are sort of in this boat as well. I think that although money makes it alot easier, I am not sure that really is the answer. I guess finding the magic bullet is key if there is one.

    I saw that you bookmarked the SeaPals website. I thought you might also want to check out

  2. SeaPals? Never heard of it (and probably never will). Are SeaPals another scratch off code piece of old fashioned plush with a limited to zero budget to refresh content? My kid says….who really cares.

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