Some kids and tweens are obsessed with the virtual care, feeding, outfitting of their penguins, Webkinz, Neopets, etc. – not to mention furnishing their igloos and other spaces. In many cases, kids just have to amass points by playing lots of games in these sites, in which case the “cost” is screen time, a lack of healthy, active outdoor time, and something marketers aim for: serious brand loyalty (e.g. from playing games sponsored by cereal companies and driving virtual cars placed by automotive sponsors). Common Sense Media recently ran a commentary for parents with tips on how to turn these online activities into “value-able” discussions about how to be wise spenders (and savers).