• February 14, 2005

The online promotion of Limited Too is an advergame, hosted on Neopets' Web site, which allows site members to play a mix-and-match memory-type card game. The game consists of players pairing up facedown cards, which have Limited Too products on the faces. Players who win the game get virtual currency--"Neopoints"--for the Neopets game, where players raise a fantasy animal like a Kau or a Lupe (a cow and a wolf, respectively).

Neopets boasts one of the largest social networks aimed at young teens and preteens, with more than 25 million registered members and more than 7 billion page views per month.

In addition to the online component, Limited Too stores are also selling Neopet-themed CD cases, which have emblazoned on them characters from the Neopet line.

--Shankar Gupta