Virtual gifts are not new to Twitter, witness and , but this appears to be the first service allowing brands to get involved.
The platform has been developed by AdNectar, which specialises in creating marketing campaigns on social networking sites.
AdNectar is aiming to spread the gifting concept virally. When a gift is sent all of the receivers' followers will be able to access it and send one too.
Virtual gifts have been available on Facebook since 2007 when the site launched the first range on behalf of cancer charity Komen for Cure. The icons, which originally cost $1, stayed in the receiver's profile.
Many Facebook gifts such as birthday cakes and teddy bears are free. However consumers can buy more sophisticated versions from the site.
In August, available for $2 each. These include balloons and images of Britney moments, and reflect her 'Circus' tour.