Precious Moments Launching Precious Girls Club Virtual World, Book Series

As Precious Moments moves into its 30th year as a figurine and collectible company, it’s moving in a new direction. The Precious Girls Club book series and virtual world (preciousgirlsclub.com) launched yesterday to target a new demographic: its current followers kids.

“We’ve got a very nice brand awareness with women; we run at about 89% brand awareness. So, a), it’s brand with a very strong following, and, b), it’s a brand that’s very well known and very well thought of,” explained Bret Moore, Vice President of Marketing at Precious Moments. “For us, the Precious Girls Club as a whole, and the virtual world as a part of it, is a way to make a bridge between our loyalists and their children and grandchildren. It’s a way for moms and grandmothers to share their connection with their kids and grandkids. “

The series and world emphasize positive life lessons through games and missions like helping at the virtual pet shelter or cleaning their room. As girls complete the in-world activities, they’re rewarded with Precious Points and Virtue Charms. When they have enough, they become Rainbow Members with free, premium access to new content. As in Handipoints, they can be directly rewarded in the virtual world for real-world behavior. Parents can send emails to their in-world computers rewarding them with points and charms as well.

Those virtue charms, along with new books, DVDs, and normal charms for activities like soccer, will also be rolled out to the physical world as product tie ins that unlock new content. Each new story installment will also bring phased updates over the next 18 months. The charm idea comes back to the collector’s spirit that drives most children, but Moore says that they won’t be shortcuts around good behavior.

“One of the things we wanted to make sure of was that the whole monetary and physical piece we wanted to stay away from,” he explained. “We really wanted to make it about doing good deeds, but then they could show that off in the real world.”

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