Littlest Pets go online

Hasbro's Littlest Pet Shop is the latest brand to be backed with an online virtual world.
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The firm is launching Littlest Pet Shop VIPs (Virtual Interactive Pets), a line of five plush pets that have secret codes on their collars to unlock a virtual world where tween girls can interact with the toys' digital counterparts and explore an online portal with games, activities, and community events.

The VIPs will be released in the US and online in mid-October followed by a global retail launch in early 2008. The US retail price will be around $14.99.

The initial range will include a dog, cat, turtle, penguin and panda. Upon inputting in the secret code found on the collar at, users receive a VIP Adoption Certificate and watch their pet come to life online.

“This is a very exciting time for the Littlest Pet Shop brand,” said Valerie Jurries, vice president of marketing for Hasbro’s girls brands.

“We wanted to take this incredibly popular property and do something truly spectacular for the millions of girls who have come to adore the Littlest Pet Shop line over the years. Creating an engaging and meaningful online connection between girls and their pets was an instinctive next step. VIPs delivers a rich, immersive online world where girls and their pets can have endless hours of fun exploring, playing and bonding.”


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