How Webkinz is getting children hooked on the Web

Network World -

If you have or know a child around 6 to 8 years old, then you have probably heard of Webkinz, and chances are you too may have been bitten by the bug.

Webkinz are small plush toys that virtually live in the online Webkinz World created by a tightlipped toy company called Ganz. Vaughan, Ontario-based Ganz declined to answer any of our technical questions about the security of its Web site or the network infrastructure used to support it. The company did say it has sold more than 1 million Webkinz.

Each Webkinz -- there are about 60 now -- comes with a tag that includes a secret code kids can use to register on the Webkinz World Web site.

And then they're hooked. Here children can create a special environment just for their physical plush toys. Of course they're holding their stuffed animals, but the toys are alive in the Webkinz World.

But Webkinz aren't only for the kids. Many adults have confessed to having Webkinz of their own. According to an unscientific online Network World survey, about 25% of parents whose children are into Webkinz admit to secretly having their own Webkinz that they feed and exercise during downtime at work.
And even more seem very familiar with the games, even citing their favorites, although they say they're not playing on the job.

"Addiction to the games is imminent," says one adult Webkinz user.

Another says, "I need to get my kids in to rehab to break their Webkinz addiction."

And another, who says his username is "Fluffydad," says, "My kids are Webkinzaholics. I haven't spoken a word to them since Valentine's Day."

One grandmother says that after she and her grandson stumbled on Webkinz last summer, "it changed her life."

Now she's totally addicted. "I have 10 Webkinz and five different accounts," says Sharyn Morin, a veterinary technician. She says she visits all five of her accounts daily and her grandson's three after he goes to bed to be sure he "did his daily activities" with all of his Webkinz.

Daily activities include exercising their animals, feeding them and keeping them happy by spending time with them. Kids see happiness, health and hunger meters for their plushes that let them know if they're taking good care of their pals.

Webkinz care givers can also create and furnish rooms and buy more food and clothes for their virtual pets. They make all of these purchases with KinzCash. Each toy includes 2,000 in KinzCash. Kids can then play Webkinz arcade games to win more KinzCash used to buy more goodies for their pets.

The company also offers KinzChat, which the company says is safe because no personal information is shared.