Megan Leffew, 10, and her brother Brian, 7, play with Webkinz in real life and online.
Megan Leffew, 10, and her brother Brian, 7, play with Webkinz in real life and online.
The Washington Post

Teddy Bear, Version 2.0

Megan Leffew, 10, and her brother Brian, 7, play with Webkinz in real life and online.
Megan Leffew, 10, and her brother Brian, 7, play with Webkinz in real life and online. (By Melina Mara -- The Washington Post)
By Ylan Q. Mui
Washington Post Staff Writer
Wednesday, February 7, 2007

In real life, all that 10-year-old Megan Leffew's cuddly stuffed animals can do is sit on her bed in her room in Rockville. But online, they can play air hockey, whip up a fish-and-chips dinner or take a dip in a hot tub.

They are called Webkinz, huggable, plush toys with elaborate virtual lives that spotlight how children's play is changing, moving effortlessly between the real world and the Web. And in less than two years, they have become must-have items for tech-savvy 'tweeners.

"Play always reflects the adult world," said Christopher Byrne, an independent toy analyst who goes by the Toy Guy. "It's kids aspiring to have a MySpace page, but cognitively and developmentally, they're not ready for that. This gives them the experience of sharing and connecting with friends."

Webkinz combines classic stuffed animals with popular online trends, such as social networking and instant messaging. Other toys and Web sites have made similar efforts. Remember the late-1990s craze of Tamagotchi, billed as the world's first digital pet? More recently, began manufacturing such plush toys as the "cybunny," which mirrored the virtual animals on its site. But Webkinz claims to be the first to marry the physical and the virtual from its inception.

"It's a gaming concept, it's a nurturing concept, it's a highly interactive concept," said Paul Kurnit, who heads KidShop, a consulting firm. "It's really working on a lot of cylinders."

Each stuffed animal comes with an identification number that gives children access to the Webkinz site ( There, owners discover their pets' online personas ("I'll let you in on a secret," reads the profile of a cocker spaniel. "I love fish sticks, and I've always wanted a bunny clown.") Children can buy clothes for their pets using virtual money, outfitting them in baggy jeans or pink tutus. They can also decorate their pets' virtual rooms with such items as a stove, a boy-band poster or a bed shaped like a pirate ship.

For many children, Webkinz offers a "Velveteen Rabbit" moment: a chance for their real-world toys to come to life and play with their friends. Snuggling next to your Webkinz before falling asleep is fun, kids say. Designing outfits for a pet in the Webkinz SuperModelz game and having your friends vote on their favorite is even better.

Children can also train for the instant messaging marathons of their older siblings' worlds by sending preset phrases to their friends. They can even invite pets over to hang out -- virtually, of course.

Last week, one of Megan Leffew's friends held a birthday party for her hippo, Cotton Candy, right in the middle of the Leffew family dinner. Megan excused herself from the table to log on to the Webkinz site, where four other girls were waiting. They played a four-in-a-row game and exchanged virtual presents. (Megan gave Cotton Candy a gumball machine and a snowflake sweater.) There were a birthday cake and goodie bags -- and then Megan's mom, Sandra, finally persuaded her to come back to real-world dinner.

Megan has 10 Webkinz. The first arrival was a plush golden retriever named Scruffy, in the summer. Then came a monkey named Cheeky. Christmas brought a unicorn named Sparkle, a lion called Leo and a polar bear dubbed Icy. Lily the Chihuahua, Ivana the white terrier, identical puppies Lovey Dovey and Dovey Lovey, and Puffy the hippo followed in rapid succession.

She sleeps with them every night and plays with them online several times a week for an hour or so at a time. She has a maze of rooms for her pets, including a back yard with a hot tub where they can swim. On a recent afternoon, she checked in with the twin puppies after being at school all day.

"How are you doing?" Megan asked Lovey Dovey while the other snoozed on its virtual bed.

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