The sales are north of $100 million because Ganz created a safe and educational website that parents can leave their kids on without having to worry. Webkinz has grown because they are delivering high-quality FREE content, with the expectation that the website will drive more Webkinz sales, not that the website will produce revenue itself. Opening up web advertising, no matter how kid-friendly, will kill the brand and the site. opened up their website to advertising a few years ago. That was the same time we stopped allowing our kids to go to that site. My kids clicked on those ads like crazy and ended up God knows where. Disney forgot that the website was not there to make money, but to deepen the brand relationship they have with their customers (getting them to watch more playhouse Disney and buy more Disney toys). And from a quick look back at the Disney site, they have removed the advertising. They figured it out!!! Webkinz better as well – or they will destroy the safe environment they’ve created for children.
Webkinz recently received a slew of hate mail from parents around the world when they decided to open up a small amount of advertising on their site. . Although they have taken the advertising down (such as ads for the recent Seinfeld release “Bee Movie”), they are still considering advertising on the site for “kid-friendly” products.
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Webkinz has done what every business in the world seeks to do with their online content, yet they have so integrated the product and the content that it seems indistinguishable. What actually is the product? The toys or the online experience? That is where Webkinz has perfected the art of content marketing. When the content you produce for your customers is perceived as so crucial to the success of the product itself, you have perfect content marketing integration.
Yes, that advertising thing on a webkinz site was not a great idea. The whole idea is to have a child stay on the site to care for their webkinz and the participation of the quizzes and arcade games without the distractions. Very dangerous because as you said, you don’t know what kind of site your child may end it on. I am quite sure they will come up with other ways to advertise.