• MSNBC, Tuesday, May 1, 2007 11:15 AM

Webkinz have quietly grown into a phenomenon similar to Cabbage Patch Kids and Beanie Babies in years past--the type of toy that a parent will drive across the state to snag. Launched less than two years ago and popular with 7- to 12-year-olds, Webkinz is a sort of amalgamation of a cute plush toy, a virtual pet, a social networking Web site and a place to play online games.

Each stuffed animal comes equipped with a special ID that lets kids log on to a Web site and build their own virtual reality for an online version of the pet, complete with its own room. To coddle their online pets with special room decorations and other treats, kids can earn "KinzCash" by playing games, taking quizzes or doing odd jobs like painting. The virtual animals also need nourishment and attention in order to thrive.

A privately held Canadian company, Ganz, makes Webkinz. Despite the popularity, retailers say it may not be long before the shortage frustrates parents and fickle kids enough to turn to another must-have toy. Already, competitors are scoping out the market.

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