Good article in Business Week on "Toys With a Second Life" It tracks Ganz latest acceories-for-webkinz-pets and asks "Can Ganz stay ahead of Copycats": Webkinz are the hottest things in toyland—and competitors have noticed. The little plush animals come with codes that activate an online version of the toy in a virtual "Webkinz World." At least eight other companies are trying to follow Webkinz's lead, with similar new products that link real-world toys with the Web.
Virtually every toy-industry heavy hitter is involved. Dollmaker Russ Berrie (RUS) is selling Webkinz-like Shining Stars at Toys 'R' Us and other major retailers. Mattel (MAT) has created a new online world for Barbie. And Hasbro's (HAS) Littlest Pet Shop has a VIP ("virtual interactive pet") section.
So Ganz, the privately held Toronto company behind Webkinz, is trying to stay ahead of the pack with a push into accessories. In addition to $15 stuffed animals, Webkinz fans also can buy $7.50 lip gloss, $9 bottles of mango body spritz, and various charms, bookmarks, and clothing items. Like the animals, each accessory has its own code that redeems a prize for pets' online avatars.
PaymentGuy wonders with $9 bottles of body spray and $8 lip sticks are they taking this too far??? All the power to them if they can ... we will see what the new Year brings.
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