They keep piling on. Hasbro and Electronic Arts are linking up to launch a virtual world themed to the Littlest Pet Shop toys. The site is purportedly aimed at the tween market, but I know plenty of 5-year-olds who love LPS, so I bet the demos trend way younger than tweens.
LPS has been a big success for Hasbro, with sales up 26% in 2008.
According to Kzero’s latest virtual worlds universe tracking study, the 8-10 age group is a sweet spot for virtual worlds, with more than 40 worlds active or in development, including Webkinz, Barbie Girls, Neopets and Club Penguin. Very few worlds target kids younger than that, so LPS may be among the first, even if Hasbro claims to be reaching the tween segment.
I’ll be publishing an eMarketer report on kids, gaming and virtual worlds in the next few months.