Games and virtual worlds are being aimed at pre-teen kids with chilling surgical precision. And they are spreading their influence like a subterranean fungus. Parents, be afraid. Be very afraid. If you don't believe me have a look at my latest analysis of the phenomenon in the Guardian Technology section. These sites are Big Business. Disney recently forked out £345 million for Club Penguin, a site so popular it doesn't even need to take any advertising to be commercially successful.
Another fast-growing site is WebKinz from Canadian toy and gift manufacturer Ganz. You buy a fluffy toy then enter its code into the website to create a virtual version of the cutesy critter. A year down the line the account is closed unless you buy another real-world toy from a store. Genius.
The main concern is that kids as young as six are being commercialised within these environments. They earn reward points and virtual cash if they visit the sites frequently, play the games and conscientiously look after their virtual pets.
Personally, I find it all rather insidious. You make up your own minds.
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