Beanie Babies 2.0 Launches with Animax's Help

Beanie Babies 2.0, Ty's answer to the Web-connected plushie phenomenon of Webkinz,  launched earlier this month. The world was developed by Animax, which also built and maintains Ty's Ty Girlz world. Built in Adobe Flash, AS3, with a backend developed by Tokenzone, the $6 toys come with codes to bring kids online in a pre-decorated house with, unlike Webkinz, no expiration date on the subscription. "Animax has constructed a compelling virtual world unique to other toy-based virtual worlds on the market," said Chris Johnston, Chief Technology Officer for Ty Inc. "Beanie Babies 2.0 includes a unique story-driven approach akin to MMOGs that engage kids of all ages through a fun, interactive narrative that becomes more engrossing with continued play."

The New York Times, though, is unimpressed: "But there is less to do for your $6, with games unlocked only with the purchase of a second, third or fourth pet," wrote Warren Buckleitner last week. "Considering the effect this might have on a persistent child, a more accurate name for the site might be Catalog 2.0."

To be fair, it's worth noting that Webkinz has had enormous success in using its online world to drive additional purchases. Also, it looks like, according to the Beanie Babies website, that one purchase will give  users access to games, though each toy comes with a unique game as well.

Regardless it's an interestingly different business model. And, tWhile Webkinz users purchase additional toys to gain more in-world currency or extend their subscriptions, it looks like Beanie Babies users will use them to extend their in-world options.