'Play' may well
be a euphemism

Webkinz parent Ganz is facing criticism over the introduction of ads into the kid-centric virtual world, reports The New York Times.

The Campaign for a Commercial-Free Childhood is taking Ganz to task for placing ads for movies like Bee Movie and Alvin & the Chipmunks in the right-hand margin of the Webkinz virtual world.

The group's concerns were echoed by parents who posted blogs complaining about the move. Parents say that part of the brand's allure was that it was ad-free.Ganz introduced ads on the site in October.

Access to the virtual Webkinz world is free, aside from the cost of buying the real-world stuffed animals, which are used by children to access the virtual world and encourage interaction. Dolls are available at mass-market retailers, no longer the smaller stores where the Webkinz phenomenon originated.