Second Life for Kids

As a VC that invests in early stage companies, part of my job is to discover new opportunities and business models.  While much of today’s online and social networking growth is being driven by teens and college students, very rarely do I get the opportunity to learn about interesting companies through the eyes of my young children.  It started about 6 months ago, when my son came home from school talking about a build-your-own penguin site.  He did not know the web address, but said it was a cool place to create your own penguin, play games online, and earn points to further dress up your penguin.   He also said that we had to sign up and pay to become a member and kept asking me to visit.  After doing some diligence, I found ClubPenguin, created my own penguin, and discovered that it is basically like second life for kids – a virtual world of penguins designed for kids to interact in a safe manner.  While the stated target demographic is for 8-14 year olds, I suspect that the user base is much younger.  To its credit, it has built in some nice safeguards for privacy with the ability to limit chat to precanned menu items and parental involvement in the signup process.  If you log into the site right after school, you can see a number of overloaded servers where penguins are living in a virtual world, earning points to decorate their igloo, playing games with others, and socially interacting.  Luckily most of my children’s time is spent doing their own things and less on the social networking aspect of the community.

Within weeks of that discovery, the next big thing in our house became Webkinz.  Webkinz is another virtual world for kids but with a twist.  You have to buy a stuffed animal and on that pet there is a special code you enter to bring your animal to life on the web.  I must say that Webkinz is also brilliant and well done.  My kids wake up in the morning asking to log on to feed their pet before they go to school and to also earn some kinzcash to decorate their rooms.  Kids can earn kinzcash by answering math and educational questions, playing games, and answering surveys.  In addition, you can add friends to your buddy list and invite them to your room to interact.  So far Webkinz strikes the happy balance between being a fun and entertaining place for kids without too much marketing.  I could envision down the line branded items for sale through the W Shop but for now the site is just selling generic stuff. 

Together both of these sites have become the hottest destinations on the web for young kids.  As a VC, the big question I have is what is the staying power of sites targeted towards young children as we all know that children are fickle and trend-oriented.  In addition, I am paying close attention to the revenue model as it has been notoriously hard to extract dollars from kids.  For now, ClubPenguin earns cash through the premium model having free users pay a monthly or annual fee for the special privilege to customize and buy items for their penguins.  Webkinz seems to make its money from selling the real stuffed animal which has a virtual equivalent. It also manages its product line and inventory closely by constantly developing new pets so kids can have multiple pets/adoptions.  In fact, to further encourage purchasing of new pets with every 10 adoptions kids earn a "priceless" prize for their room.  All I know is that based on an informal poll I have taken amongst my children’s friends that the penetration of these services is quite high and most users are paying users. And so far through the eyes of my children I can see that the more time they invest in these services the harder it is to extract them.  So from this standpoint there may be some staying power for both services. As a parent, the big question I have is are my kids too young to be on these virtual worlds and what am I socializing them for in the future.  Where do they graduate to after they tire of ClubPenguin and Webkinz?  Being a technology VC, I would be a complete hypocrite if I did not let my children try these services.  While I do question how early is too early, ultimately I have come to recognize that this is the world that my children live in and the best thing I can do is monitor closely, teach them what is real and not, and make sure to constantly educate them in terms of safe web practice.  In addition, there are some educational benefits as well pushing my kids to read and do math.  I know their world today is much different from mine when they tell me to go to (full disclosure-I am a board member) or Google to get more information.

Given these factors, it is pretty clear that there will be more virtual worlds for kids created.  From an exit standpoint, I wouldn’t be surprised if one or both of these web properties eventually gets bought by Fox Interactive Media or Disney as a way to reach this young, impressionable demographic, develop brand relationships early in life, and upsell them on various social networking options as they get older.  It is also important for us to realize that we are still just in the second inning when it comes to new advertising models.  All of the groundwork we are laying to reach today’s teens and young adults is just the beginning and my question is how will the world look 10 years from now when today’s 5 year olds are 15 and todays 10 year olds are 20.  What will be the best channel to reach them and with what kind of message and in what medium?  I can bet that wireless will definitely be one big component of that.  Striking a balance, the parent in me will ask how will we be able to protect our children (to the extent that we need to) from overcommercialization and other security issues (this is a huge topic that can be addressed at a later time)?  I don’t have any answers now, but trust me I have a vested interest in monitoring this space carefully for multiple reasons.  I would love to hear your thoughts and opinions on this as well.

Published by Ed Sim

founder boldstart ventures, over 20 years experience seeding and leading first rounds in enterprise startups, @boldstartvc, googlization of IT, SaaS 3.0, security, smart data; cherish family time + enjoy lacrosse + hockey

6 comments on “Second Life for Kids”

  1. I’m not sure that these virtual worlds will provide as fickle/trendy as you think – since there is real switching costs involved in terms of time expended. Think the of longevity of Neopets or Habbo Hotel.

    However, the heavy childlike thematic elements will certainly accelerate the process.

    On a side note, I have found it remarkably simpler to talk about what we personally have been up to because of the number of people that have kids playing Webkinz, Runescape, Club Penguin, WoW, & SL. I was able to explain to the 60 year-old owner of a middle-eastern deli what we were doing simply by comparing to Webkinz.

  2. You might want to check out That’s another place for kids with a educational focus.

    Also, you can check out my website, for a new area of virtual world development. My specialty is in the website conversion market. This is a new area that comes with a unique revenue model of its own.

  3. I appreciated your thoughtful post about the right balance for getting kids involved online. We have tried to purchase a Webkinz but are having problems in our town — they’re sold out. My son is fascinated by Nicktropolis, a second life type site run by Have you seen it? I think I saw that it had one million kids signed up. But, it runs slow, like a lot of Nick stuff. So far it has been hard to get conversations going with other kids. But it is fun to decorate rooms. We also just got on which has blogs and emails for kids. Parents and kids can sign up. It has an interesting way of making sure that you’re a parent and you ok your child’s account. Just wonder what you think.

  4. Hi Ed…gotta admit..not feeling so good about this post and at the same time feeling a bit “old school” in my thinking. Creating a company that has kids putting pressure on their parents to buy something? wow. I read the membership benefits and it almost reads like a recipe for addiction, not educational. I have three kids and I’m not the perfect parent, but teaching about things that have real value, like charity, and seeking opportunity to make the world a better place, vs. buying outfits for a penguin? and dressing up an igloo? I know they give some money to charity(undisclosed of course). With my kids, I’ve used this as an example of a web business model that is NOT properly aligned. Make the membership free…creating addiction in kids is not a business model…off to shower now..whew.

  5. As the founder of, which has now been in opperation for 8 years, and was one of, if not the first VW for tweens on the Internet, I can tell you that kids don’t regard these sites as second life — but instead as first life. They use these sites the way ‘we’ used the telephone – and they are on these sites rather than watching TV. All good, in my opinion.

    There is a very interesting business model here, that Numedeon (the company that runs whyville) is pursuing — mixing media with education. in fact, so far, Whyville is the only VW built for kids on a fundamentally educational base.

    Education is the “killer ap” for VWs – -so much so that even marketing and sponsorship on VWs must eventually be educational in structure. That is how we approach marketing in Whyville.

    Take a look at Toyota (Scion’s) activities in Whyville as an example.

    If you want to know more about that, page down to podcast here:

    As far as longevity goes — two measures of that — one is that VWs including Whyville are now, far and away, the stickiest sites on the Internet. With other sites measuring user contact hours in seconds and minutes, we measure in hours. in fact, as far as we can tell, Whyville has the highest average contact hours per user on the Internet. the second longevity measure is how long users maintain accounts. Whyville has been in operation since 1999. A significant number of the users who registered in 2000 as 12 year olds, are now on the site even though they are freshman in college.

    This is not your grandfathers, or your fathers, or even your Internet. It is being created by kids — As I said, for them it is their first life, not their second life.

    Dr. James Bower
    CEO and Chairman of the Board Numedeon Inc.
    Founders of

  6. Hi Ed,
    remember me from the old Red Herring days? This is a space we’re tracking pretty extensively for Under the Radar | Entertainment & Media –

    I personally like Club Penguin for my kids 5 & 8. You can play enough games to earn coins to get stuff (vs. membership) but I don’t really want them online that much. So, if they fold laundry and make beds – they earn a membership.

    You might look at – not a kids site but super fun if you create an avatar using someone like Osama bin Laden.

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