Disney Enters Social Networking with Club Penguin Purchase

Susan Gunelius — Thu, 02 Aug 2007 19:53:28 +0000

Lately, I published several posts about Disney’s (NYSE: DIS) strange attempts to extend its brand. Today, I read an LA Times article that describes their newest venture, and finally, it’s one that I see value in as a Disney fan and parent.

Yesterday, Disney purchased Club Penguin, an online social networking site targeted to children between the ages of 6 and 14. The site focuses on parental trust and security. Children can adopt, name, feed and dress their own virtual penguin. They can also chat and play games with other users.

Club Penguin launched in 2005 and has grown to over 700,000 paid subscribers and 12 million registered users primarily through word-of-mouth advertising. With Disney behind it, Club Penguin should skyrocket.

What do you think of Disney’s purchase of Club Penguin? Do you agree that this fits well with the Disney brand?

Read more about Disney on Brandcurve:

The Disney Brand and Wine: Not a Good Match

Disney Says 4-Year Old Boys Should Wear Perfume

Disney Extends Its Brand Presence Everywhere

Post from: EveryJoe

EveryJoe » Walt-Disney

Disney Enters Social Networking with Club Penguin Purchase