Branded Online Sites for Kids

From the Editors of Common Sense Media

August 15, 2007

Q. My 8-year-old wants to go to Millsberry.com -- what is it? Is it safe?

A. If you don't mind that this virtual world is run by General Mills and that kid

visitors play games to earn Millsbucks (the site's online currency), then this site has something to offer. It teaches kids how to shop for healthy food, open a bank account, and how to send a package at the post office. Some of the games are challenging, and there are enough of them that kids won't get bored too easily.

Because General Mills runs the site, some of the games are sponsored by their sugared cereals or candy. Characters are rewarded for choosing healthy foods over junk, but you have to wonder whether that outweighs the hours kids spend playing the sugary food-themed games. But overall, this site practices restraint in its marketing messages to kids. Plus, aside from sending cards, there's not really any interaction with other members -- you can browse others' homes and look around, but that's it, which helps make it safe for younger Web surfers.

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