In 2003, there was not an abundance of sites for kids on the web. Certainly, there were a few sites by cartoon equity companies that featured games for kids to play and interact with those characters. They were equity character-centric and less about the kids and their own senses of identity and community.
Hence, Millsberry.com was born as a kid-centric web environment where kids could create an avatar likeness of themselves (a first in the industry), get their own virtual home, then earn points to furnish their homes with pets, furniture, fences, gardens, etc.
They were also educated on the food pyramid at FDA.gov and incentivized to virtually feed their characters with nutritious food choices. The performance statistics were astounding:
– Top 25 Global Website for Total Pages Served
– Averaged 73 Pages Per Visitor
– Averaged Over 30 Minutes Per Visitor