The good news is that online games are attracting kids as they go mass market. Content for children includes subscription-based products like Disney’s Toontown, as well as advertising/sponsor supported services like Neopets. In fact, Neopets, with over 20 million users, is one of the first examples of online originated content that is spreading to other media in a big way. With licensed toys, games and McDonalds Happy Meals, Neopets has the potential to be the next Pokemon.