The booming entertainment site for tweens called Club Penguin combines the role playing of virtual worlds with social networking, and according to Wired columnist Dawn Margolis it may be just a tad too entertaining.

The site gives kids a penguin avatar complete with igloo that can be decked out with virtual furniture and electronics, purchased with coins earned by playing in-world games. Tweens can also meet friends in social spots outside of the igloo.

Margolis found that although the site is aimed at a slightly older demographic, her eight-year-old daughter was enjoying life in the virtual arctic in no time - and a bit too much.

Coining a term that may make be the next big phrase given the initial popularity of the site, Margolis's daughter was soon suffering from "igloo envy" because classmates owned more virtual stuff than she did.

A basic membership to Club Penguin is free, but if players want access to additional features and games their parents have to penguin up some six dollars a month.