Small Sites, Big Plans

A typical play date in 2008? More likely than not, the Internet will have a major role. Elaborate virtual worlds and toys with Web-based components are now the rule, not the exception, for today's kids, who are spending more hours each week playing online games, customizing character avatars and communicating with friends.

Now, two new companies are hoping to add something more to that experience. Though each one is pursuing a very different business model, they share similar goals: to provide new online environments that offer something educational and nurturing for kids.

For Christopher and Joy Kamar, CEO and president, respectively, of the relaunched Kamar Innovation Toy Group, Palos Verdes Estates, Calif., 2008 presents a unique opportunity to debut the Skoodlez, new Web- linked plush toys that specifically aim to foster creativity, a concept they say will fill a hole currently present in the toy marketplace.

“Our goal was to create toys that would encourage children to play and use their imagination,” the Kamars tell Playthings. “During our many months of research we listened to parents and teachers. We heard a nation crying out for ways to help encourage children to become more interested in reading and writing from a young age. In response, we created an educational Web experience as an extension of the toys.”

The Skoodlez are soft plush characters with unique bean-bag hands and feet that allow kids to pose and hang them; each will come with a Skoodle Story Coin, which contains a special code granting access to Skoodlez.com. The focus of the site, for ages 4 and up, is the leveled Skoodiculous Story Machine, through which kids are invited to write their own adventures for the characters. The site also offers activities and games in which kids can read and review other kids' stories and earn points by using their critical thinking skills.

The collectible Skoodlez will launch in late summer with approximately 15 small (12-inch) characters for mass retailers and separate 15 large (18-inch) characters for specialty stores. They will be followed by several dozen characters this fall themed for Halloween and the holiday season.

“We have spent as much time and care naming each of the characters as we have designing them,” the Kamars say. “We designed the large size specifically with the specialty stores in mind, so they know that any Skoodlez they offer will not be available in mass market stores. This also helps drive traffic to the specialty retail stores. No two designs are alike and the specialty store and mass market packaging will each have its own unique look.”

The Kamars add, “Parents and kids have made this journey so wonderful and fulfilling. The response has been overwhelmingly positive ... parents, teachers and retailers really get the concept.”

Parents and kids are also being drawn to Handipoints.com, according to founder and CEO Viva Chu, who notes that the brainchild of the new Oakland, Calif.-based company is a reverse of the usual Web-play model of racking up points online.

Rather than earn points by playing simple games at the Handipoints site, kids instead gain access to the fun content in HandiLand by doing their chores, completing their homework and meeting other goals out in the real world that their parents set for them.

“We want kids to get outside, eat healthy food, exercise, do their chores and then come in [to the site],” Chu tells Playthings. “The games are all just about play when kids are on the site, but it's also recognition that in order to play the games, you need to be responsible outside of the game.”

The site, which officially launched last month, began early in 2007 as a way for parents to customize chore charts for their kids; although that still remains a major focus of the site, it has grown to include an integrated Web world targeted to ages 6 to 12, with customizable “Cool Cats” character avatars, games, activities and cartoons for kids to view.

The site also now offers additional resources for parents, like articles, blogs and a message board. At present there are more than 130,000 members (from about 40,000 families), Chu says, noting, “It's become a community for the kids to go and socialize in a very safe environment, and along the way it's basically a powerful motivating tool for parents.”

On the horizon, Handipoints will begin rolling out paid premium content monthly, such as new customization options for characters or new areas and neighborhoods within HandiLand. The company is also considering offering printable rewards for kids, such as stickers, or partnering with a manufacturer to create branded toys, such as collectible figures.

“[It's] definitely interesting to us ... but our primary revenue model will be tied to premium services online, and that's where our core competency is,” Chu says. “I think it represents a net stake for us and we really see this as a site that's competitive.”