BrandChannel: Ask 10-year-old kids about their favorite movie or cartoon character—be it the Incredible Hulk or Bratz—and they can identify every brand extension leveraging the character’s likeness. However, as both the toy and branding industries expand into virtual worlds, new dimensions of entertainment and branding are emerging—realms that are full of both pitfalls and profits.

While the press has focused much of its attention on the adult versions of virtual worlds such as Second Life and There.com, a boom time has been quietly brewing for virtual worlds with a retail twist aimed at kids and tweens—and they are making money amid stagnant and, in many segments, declining toy sales.

Virtual worlds—colorful, 3-D interactive landscapes experienced via the eyes and ears of an avatar—offer a cross between gaming and social interaction with plenty of customization to suit the user’s/avatar’s tastes.

Toy Brands Don’t Play Around in Virtual Worlds [BrandChannel]

Marcel Sim @ 12:00 AM  |  Entertainment  |  Comments (0)  |  Article Link
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