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The Changing Face of Media

From Pet Rocks, Mood Rings, Beanie Babies….to Webkinz

Published 01 May 2008, 04:50 PM

 

For those of you who have kids under the age of 12 probably have been hit in the pocketbook by the newest trend…. Webkinz.

My kids are both fanatics about their lineup of Webkinz animals and I’m sure that this fad will pass in time, but for today I'm stuck shelling out for a host of stuffed animals.

First a bit of background…

1. What is a Webkinz? It’s a stuffed animal(s).

2. What makes them different than the other thousands of stuffed animals my kid has lying on top of their bed? Well, those pesky little varmints’ have an online component. You register them on the Webkinz site, name them, etc.

3. So what’s the big deal with that? The makers of Webkinz, GANZ, allow your kids to interact with the stuffed animal in a “virtual” environment. They can feed them, take care of them, chat with other kids in a controlled environment, etc. In addition, kids can play games, decorate a room, use trading cards to interact and play, etc.

What I find particularly intriguing about Webkinz, is the interlinking between an offline product and an online virtual world. They’ve found a unique way to extend the life of the toy, create a social platform for children as well as a destination site to keep the kids coming back.

I also like the fact; they can use the website to promote new products, cross-sell, etc. while making the kids feel a part of a community. Plus, the site and the in-store products are international, making scale as easy as normal product distribution.

Scott

P.S. I’m still waiting for the pet rock trend to re-appear!

GANZ Webkinz toys stuffed animals social media interactive digital advertising community virtual marketing media HP Hewlett Packard Scott Berg

Posted By Scott Berg | 2 Comments | Trackbacks | Permalink


Comments

I agree with you. My daughter loves Webkinz. It's a kids version of new media. I like it that it teaches the concept of having earn the points to buy food for your pet. And the more healthy food you feed your pet, it feels better.
# Friday, May 02, 2008 02:51 AM by kadychiu

Yup - we were officially hit with the WebKinz bug about 6 months ago.  And now, 15 WebKinz and probably 10 times that many hours of computer time later, I think my 7-yr old is officially addicted.  And moreover...I confess to having enjoyed the games myself a time or two.  ;-)  Good clean fun, and IMHO - better than Bratz!!

# Monday, June 09, 2008 01:00 AM by Anonymous-HPBLOGCS

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