ClubPenguin members can give to charity

Parents of penguins probably already know that gold coins are earned by playing games in the site. With them, penguins can now not only feed and care for their puffles, and buy surfboards, etc. They can give to charity, the Associated Press and the in-site Penguin Times report (I like that my 10-year-old started reading that paper unbeknownst to me). "Starting Dec. 14 and running through Dec. 24, kids can choose to donate their virtual money to support the environment, children's health or children's education. The company will then split $1 million real dollars among three charities, including the World Wildlife Fund, the Elizabeth Glaser Pediatric AIDS Foundation and Free The Children." This started before ClubPenguin was acquired by Disney, according to the AP. "The Canadian website donated a little more than $30 million to charity after Disney agreed to pay $350 million for the company earlier this year."

Kids' virtual worlds hot

There's a mini boom of kids' virtual world afoot, CNET reports, probably fueled the success of Webkinz and Neopets and Disney's acquisition of ClubPenguin. One reason: "more kids are flocking to imaginative, character-driven environments. An expected 53% of children on the Web will belong to a virtual world within four years, more than doubling the current population of 8.2 million members," reports CNET citing eMarketer figures. Other worlds and services CNET mentions are WebbliWorld.com from the creators of Wallace & Gromit, GaiaOnline.com, Stardoll.com, and Nickelodeon's Nicktropolis. I would add Whyville.net as another prominent one, and possible Finland-based Habbo.com, though it probably skews slightly older. A related CNET article asks, "Are kids ready for ads in such spaces?". Since this interactive advertising goes well beyond cereal boxes and TV spots to immersive games and other forms of direct involvement for children, it's a good question to ask.

'What kids like to do online'

Fun article at Slate.com by mom and author Emily Yoffe, who polled her 11-year-old's peer group about the question implied in the headline. Among other things, the "focus group" confirmed (qualitatively, anyway) my suspicion that one of the appeals (for the kids) of online play is that it's just kid stuff right now - Mom or Dad can't possibly know about all the sites they use and if s/he does, s/he doesn't have time to keep up with all their ins and outs. It'll be a while before we catch up with our digerati, kids know very well.

Anyway, with the group, Emily visits several tween-targeting virtual-world sites that have some things in common, including buying stuff for your avatar with virtual money. "To purchase this fake clothing and furniture [in virtual world sites] requires fake money, and to earn it, players are required to play a series of arcade-style games. What better lesson can we teach our kids: If you've just blown through your home-equity loan, you can always avoid bankruptcy by spending a couple of days in Vegas." The kids, she found, don't ask Mom or Dad to pay for the paid version of these sites because that would only "draw undue attention to [the kids' online] leisure activities." So her daughter and friends currently prefer a site by General Mills called Millberry.com.

As for avatar friends in these virtual worlds (e.g., ClubPenguin), one child "thought the befriending feature was something of a sham. First of all, these penguin friendships were too meaningless even for kids who do much of their real-life socializing online. Second of all, because she wasn't a [paying] member, Ellie was embarrassed to invite people to her barren igloo because it looked 'pathetic'." Many parents will sympathize with Emily's conclusion about the sadness of on-screen play replacing the old hands-on kind we pre-Digital Age types engaged in. But the nostalgia in this response, plus too much exposure to very negative media and political hype about online risks, may keep us from helping our kids take advantage of the benefits of the social Web for youth.

Disney's ClubPenguin now

Penguins at your house might not notice, but ClubPenguin's moving into the Disney igloo. "Disney said it would pay $350 million in cash for the website aimed at 6-to-14-year-old kids. As much as $350 million more will be added if the Canadian company's founders reach profit targets through 2009," the Los Angeles Times reports. Here's the Associated Press on this development.