Not your average cuddly toy, Webkinz, are plush pets that come with their own special code that allows owners to adopt a virtual version of the toy online.
Children need to simply key in the eight character code and they'll be transported into "Webkinz World", a virtual universe where they can adopt their pet, name it, play games, explore and have fun.
They will need to make sure their Webkinz is happy, healthy and fed, and can earn virtual money called KinzCash, which they can use to buy clothes, furniture and food for their pet.
There are several Webkinz characters available now, and more are being added all the time.
At internetmatters.org parents can find all the advice they will need to keep their children safe online. Designed specifically for parents, the site offers a wealth of up-to-date, unbiased information and advice about how to deal with online safety. Parents can learn about the latest issues and technologies, get great tips on how to talk about online safety with their children and get the best advice on dealing with issues and taking action. Created with experts, Internet Matters provides detailed information, but also signposts to best-in-class resources from individual expert organisations. Our goal is to ensure parents can always access the information that they need, in a format that is clear and concise.