Webkinz®
From TheOpenBrandWiki
Webkinz® from GANZ is another open brand firing on all experiential pistons. Not simply a line of collectible stuffed animals, Webkinz is a toy phenomenon triggered by the appeal of its personalized, interactive online playground. Each stuffed animal (enjoyed primarily by kids 5-11) comes with a secret code. When kids type in their unique code at Webkinz.com, they "adopt" a pet avatar that looks like the stuffed one they own.
Webkinz is raising the bar for interactivity with the youth market and bridging the gap between the physical and virtual worlds by optimizing all four experiences:
- On-demand
- Immediate access to a bank of KinzCash™ upon registry ensures interaction with the environment
- Points earned from games played are instantly tallied and accessible for virtual transactions
- Fast site access allows for satisfying interactions even if time is limited
- Personal
- Kids can play arcade games and do a "job" to win more KinzCash to support and accessorize their pets
- Happiness, health and hunger meters show kids who well their caring for their pets
- Kids earn KinzCash by answering simple survey questions
- Engaging
- Daily, one-time spins on the Wheel of Wow™, weekly contests and other scheduled and surprise activities invite interaction and repeat visits
- Collectible trading cards encourages offline interaction and fun
- Archivable and printable wish list provides a fast shopping list
- Networked
- Friends can be challenged in the tournament area
- Standardized messages and a restricted dictionary provide safe ways for to interact through their avatars
- Catalyzes offline networking in after-school programs and neighborhood play groups by allowing limited online access and emphasizing engaging and personal experiences
