After launching a virtual world December 11, retail chain Build-A-Bear Workshop is on track to reach one million unique users by the end of January, according to the company.

The virtual and the retail work in tandem, evoking Webkinz's strategy: after buying their plush toy at a retail store, kids can log on to Buildabearville.com, where they can bring their bear to life in the virtual world.

Also, kids can rack up virtual currency by participating in games and quests. Currency can be used to buy clothes and furniture for their Cub Condo homes, among other items.

Build-A-Bear's success comes as analysts predict 2008 to be the year of the virtual playground.