JediMom Blog

Webkinz is under fire this week from Campaign for a Commercial-Free Childhood for running ads on its popular kids network. The group claims that while Webkinz has been promoted as an ad-free network, it has been running ads for “Bee Movie” and “Alvin and the Chipmunks. ”

CCFC is urging parents to take action with a email campaign to Webkinz parent company Ganz. The boilerplate email the group is offering parents says in part …

“Many parents purchase Webkinz toys for their children with the expectation that Webkinz.com is free of outside advertising and links. Ganz has benefited from Webkinz’ reputation as an advertising-free site. Surely the Webkinz brand has been extremely profitable for Ganz without selling its young users to advertisers.”

I’m not sure how effective the campaign to get parents fired up is going to be. As reported recently, parents in Florida do not seem that upset about McDonald’s ads tied to their kids’ report cards.

While I definitely have an issue with tying fast-food rewards to academic success, I am not outraged at Webkinz running ads. Honestly, I consider the entire site a huge ad for the toys. I’ve never thought of Webkinz as a non-commercial entity. The cost of admission to Webkinz is the purchase of a toy. The entire world is branded and is not subtle about promoting the entire line of Webkinz merchandise. Once Webkinz gets a kid in their universe, they should have no trouble getting additional revenue out of their members.

I’ve allowed my daughter to purchase Webkinz with her allowance. I’ve sanctioned Grandma buying Webkinz gifts this Christmas. I’ve even saddled some other parent with Webkinz in the guise of a birthday gift (Sorry ’bout that!). I bought into fads when I was kid, so I really can’t expect my daughter not to want the latest, hottest thing.

For my tween, I see it as an opportunity to do some parenting, set some limits and help her understand that she can’t allow the latest fad to chew up all her time and money. It’s a valuable lesson that I hope she learns before she leaves home. I will point out to my daughter that Webkinz doesn’t seem to be satisfied with their profits from toys and accessories and are now selling ads. She’s participating in Club Penguin’s Coins for Change and Imbee’s Toys for Tots drive. She has spent considerable time on FreeRice earning real rice for the poor. I have yet to hear of any such Webkinz-led charity drive. It’s just possible that my savvy tween may not like the Webkinz idea of corporate responsibility.

As a parent, I don’t think I will be complaining to Ganz about the advertising. But who knows … maybe my daughter will.

This entry was posted on Friday, December 14th, 2007 at 11:14 am and is filed under Marketing to Kids. You can follow any responses to this entry through the RSS 2.0 feed.

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