Webkinz is the first brand to combine a physical toy with a website, enabling kids to take care of and play with an animal on the Internet. The Ganz company of Canada, owners of the Webkinz brand, chose P.M.I. as its exclusive representative in Israel.
During the run-up to the brand’s launch in 2009, the website was translated into Hebrew so that Israeli children would have an easier time accessing and using it. P.M.I. prepared for the launch by conducting focus groups of children of various ages, to help establish the new brand’s potential and to zero in on the most relevant age group and which marketing channel would best reach it.