During our trip to Tennessee in August, we spent several nights in downtown Gatlinburg after the sun had gone down. We visited shops, listened to music and had ice cream. It was a great time. Off of the main street is a little enclave of shops with a seating area and fountain in the middle. The shops are small and rather boutiqueish, selling expensive specialty items. One of the stores was a fantastic, overcrowded with merchandise toy store.
I ventured in alone and looked around for a while and on my way out spotted a display of Ty Girlz, the Ty toy companies hoochie answer to Webkinz. You buy a soft cloth doll and she comes with a code allowing you access to games and activities you can play with your doll on Ty’s website. I walked past them and ten went back and bought both girls a doll-Cadence a sweet little brown haired cloth baby and Emily, a least hoochie available Ty Girlz doll. I gave them to the kids and Emily was psyched to come home and play with her doll on the Internet, just like I thought she would be.
So, Emily has been playing with her Ty Girlz since August. A couple of weeks ago, she began announcing that she “needed” another Ty Girlz doll. That items on their website were locked out to her because she only had one doll. I did some investigating and she’s right.
Clicking on play on Punky Penny’s Purple Pad acitivity pops up a bouncer with a guest list informing you via speech bubble that you need to register i.e., purchase another doll to play that game. To play the Ice Cream personality quiz, you have to buy, oh I mean register, two more dolls. At 14.99/piece, of course.
Now, naturally the appeal of these dolls are in the fun makeover activities because yo can play these simple flash games nearly every where (most notably at webkinz world who do NOT require you to continuously register pets to play games or unlock activities). Emily, of course, would like to play these extra games and is now asking for another Ty Girlz whenever we walk past them. But I have to say, I’m not sure Ty is getting any more of our money because I’m finding their marketing tactics kind of shitty.
Webkniz world which, by way of my unofficial, unscientific world of mouth, research seems to be wildly more popular. I see little mention of Ty Girlz as I meander around parenting websites. Webinz is able to offer a full featured website to their players with the purchase of just one. Ty, on the other hand, locks portions of their website to encourage you to buy more, more and more, depending on retail prices where you live $36 to $45 worth of hoochie dolls to play all of their games. And this seems manipulative at the very,very best. And downright dirty, to be honest.
Ty could take a page out of Webkinz’s book–just create a good product and kids will line up to buy. Emily now boasts four webkniz–two purchased by us and two by others because she has such a damn good time with them. Ty Girlz, she will only have one and as an aside, she actually plays with her webkniz. I haven’t seen her play with her Ty Girlz doll since TN.