Forget Second Life. It turns out that kids, not adults, are the ones whose
virtual worlds translate into real bucks. On Wednesday, Disney
bought New Horizon Interactive's
Club Penguin, a website where kids pretend to be penguins and decorate digital igloos. The price tag for putting mouse ears on the penguins? $350 million, and Disney's willing to double that if
Club Penguin hits earnings goals in 2008 and 2009. Unlike the wasted budgets of corporate marketers
setting up empty shops in Second Life, Disney's money seems well spent. Here's why.
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