The article explores the online community of NeoPets, where children adopt virtual pets, focusing on the NeoPets Corporation's use of 'immersive advertising'. It delves into the ethical concerns of privacy, intellectual property, and the growing commercialization and branding of web-based content targeted at children.
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Grimes, Sara M., and Leslie Regan Shade. "Neopian economics of play: children's cyberpets and online communities as immersive advertising in NeoPets. com." International Journal of Media & Cultural Politics 1.2 (2005): 181-198.
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