The hottest thing in kids marketing? Imitating Webkinz; Bratz, Barbie, Disney all sell toys that connect users to virtual worlds, and millions of children are logging on.(Digital)(MGA Entertainment)

Advertising Age, October, 2007 by York, Emily Bryson

Byline: EMILY BRYSON YORK

Pop quiz: Name one of the more common places you'll find a Webkinz stuffed toy today.

Answer: Tossed aside and forgotten in the corner of the bedroom. Everyone knows you buy them not for the physical toy but for the ID tag that allows access to the virtual world.

Through Webkinz and myriad other online virtual communities, kids-especially girls-are feeding pets, buying shoes and making salon appointments. While advertiser interest in the adult-focused Second Life may have all but evaporated, marketers targeting a generation younger would be remiss to dismiss virtual worlds as a fad. In fact, the interest in such communities is so high that they are increasingly seen as a vital marketing component for any kid-focused...