Disney’s Club Penguin: update

Following Disney’s up to US $700 million acquisition of kids’ social network Club Penguin back in August, the company sees the U.K. as a key European market, following news that it is readying plans for a Brit flavour of the service by the middle of 2008.

“Club Penguin has already attracted a significant audience in the UK with its North American service, but we believe there is a real demand in this market for a safe online community destination for children that has local relevance,” Walt Disney Internet Group, EMEA, senior VP and MD Cindy Rose told C21.

Disney bags kids social network

The Walt Disney Company has paid US $350 million, potentially rising by the same amount again based on performance over the next two years, for pre-teens social network Club Penguin.

Launched in late 2005, the service provides an ad-free, snow-covered virtual world for six to 14-year-olds to interact with eachother. Following the takeover, Club Penguin will be re-named Disney Club Penguin and be used to cross-promote other Disney properties.

Last reported figures state 700,000 subscribers (each paying $5.95 / month) and 12 million active users, mainly based in North America; though post-acquisition Disney has big plans for expanding the property in Asia and Japan. Competitors include Webkinz, Stardoll, Gaia, Habbo Hotel and Viacom-owned Neopets.