Disney buys a 'Facebook for the under-10s' social network (they can even throw snowballs)
So you worry about your kids and Facebook? Disney thinks it has the answer with this protected site for the under-10s
Togetherville seeks to mimic social networks such as Facebook, but in a way that protects the sub-10-year-olds and allows parents to supervise. The site lets children connect with their real-world friends in its virtual neighborhood.
Chief Executive and founder Mandeep Dhillon said Disney was "one of the most amazing family brands on Earth" and he was excited about the purchase.
"Togetherville is very focused on trying to really reflect what theadult community has been doing on the Web and build a real online experience that adults enjoy for kids - but do it in a safe, COPPA-compliant way," he said, referring to the US Children'sOnline Privacy Protection Act.
The terms of the purchase, completed on Feb. 18, were not disclosed.
In July Disney bought social gaming company Playdom for $563 million and mobile application developer Tapulous. The co-presidents of Disney's Interactive Media Group, John Pleasants and Jimmy Pitaro, want to spend more in emerging technological platforms - and less developing games for mature markets such as the video game console business.
Anthony DiClemente, a media analyst with Barclays Capital, commented ," Disney is increasing its exposure to the social/online space as well as catering its content offerings to mothers and young kids."
Dhillon told the Los Angeles Times that he set out to create a safe online network where his three children — ages 9 and younger — could learn and play while under the eyes of their parents. The site offers a range of entertainment, including games that enable kids to have those virtual snowball fights as well as music videos and animation snippets that are age-appropriate. Members of the community can also give virtual gifts such as greeting cards and works of art.
"What we try to do is reflect what kids' real-world experiences are with the online environment," Dhillon said.
Parents can control whom the kids interact with and Togetherville also ensures that children can't leave its "protected confines" to go to another site.
In 2007 Disney acquired Club Penguin for $350 million. Disney CEO Robert A. Iger recently said that Club Penguin's user base had grown substantially over the last three years.