WebbliWorld, launched this week, is a joint venture by Wallace and Gromit creator Aardman Animations and Enable Interactive, who designed and developed the site based on research into how children consume digital.Enable found that although younger children may access the web with assistance, they experience it as individuals. The older, pre-Bebo crowd is more likely to follow teenage trends and socialise online.
On , users can view animated videos and build their own unique avatars, all created by Aardman. A move towards entertainment and social networking is planned for phase two, probably using pre-defined conversation topics. Plans to monetise the site include an online currency, ‘Webblie Wonga’ similar to Second Life’s ‘Linden dollars’. Users will eventually be able to use the currency to make real transactions from the site.
“We will be introducing the hottest online trends from social networking and user-generated content, including innovative models for prospective sponsors,” said Matt Connolly, strategy director at Enable.
“Ensuring the safety of the current site is a big responsibility for the agency and all partners. This is a safe, secure environment for kids – any brands involved must represent good ethical practice. Brands will be represented through provision of relevant, exclusive content and via sponsored microsites, with a focus on immersive content,” Connolly added.
As the site grows, Puffin and WWF will add further elements, and WWF will act as ‘content auditors’ – checking for suitability and ethical responsibility.
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