Club Penguin is an online game for kids where players use cartoon penguin avatars and play in a winter-set virtual world. The game was designed by New Horizon Interactive, company was purchased by Walt Disney in 2007, for kids 6 - 14 years of age.
The major focus on designing Club Penguin is child safety and the suitability of the game to children. Lane Merrifield, one of the developers stated, "the decision to build Club Penguin grew out of a desire to create a fun, virtual world that I and the site's other two founders would feel safe letting our own children visit".
Although free memberships are available, paid memberships allow players to access a range of additional features like ability to purchase virtual clothing, furniture, and in-game pets called "puffles" for their penguins through the use of in-game currency.