Binweevils.com, the virtual world where kids can adopt bin dwelling creatures as pets, has capped off 2011 with record growth.
The performance has been attributed to a series of effective TV advertising campaigns and an award win at BAFTA Kids, where children chose Bin Weevils as their favourite website.
Its creators said the game's 'highly social' gameplay has also been a factor, calculating that each regular user will get five of their friends to visit the site via recommendation.
Bin Weevils works with educational advertising partners such as LeapFrog, which is promoting its electronic learning products on the site this month.
Robert Dekker, senior marketing director EMEA & Australasia for LeapFrog, commented: "We decided to work with the Bin Weevils team as they share many of our brand values and are equally committed to providing safe online fun for children."
In licensing, Bin Weevils has five books on the market and a monthly magazine set to launch in February.