The Neopets Addiction
20 million kids can’t get enough - and neither can advertisers. How a virtual animal kingdom became a product placement paradise.
Every day after school, 11-year-old Tyler Gagen hurries home down the country roads of Hastings, Minnesota, to play with Buddy. “He likes hot dogs and cake,” Tyler says of his pet. “I haven’t brought him to the grooming parlor yet, but I will. He gets the royal treatment!” Tyler also cares for a half-Siamese tomcat, Arctic, and two cocker spaniels, Packer and Patriot. Tyler likes Buddy but says he appreciates the dogs and cat a little more because “you can actually feel them and stuff.”