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Developed by New Horizon Interactive, Club Penguin is a massively multiplayer online game for kids. Players can converse and play minigames using cartoon penguin avatars. They can also participate in other activities with one another in a snow-covered virtual world. Made available to the public first on October 24, 2005, Club Penguin has since expanded into a large online community.

Primarily designed for children of age eight to fourteen, Club Penguin is open for all kids. The ‘Editors Choice' award constituted by the Children's Technology Review Magazine was awarded to Club Penguin. There are similarities between Club Penguin and other popular online environments like RuneScape. A merchandise section named "The Shop" is available at the website which allows users to purchase stuffed puffles, T-shirts, Key chains and gift cards.

Clubpenguin.com is an attractive website with images of cartoon penguin characters spread all over the home page. The menu displays items such as ‘Membership', ‘Shop', ‘What's New' and ‘Contact Us'. Click on the menu item ‘Membership' and you can obtain all the procedures you need to follow to become a member. Over here, you can also obtain the details of membership packages and know more about the special privileges and benefits of becoming a member. Click on the ‘Shop' button in the menu to buy toys and clothing. The details regarding customer services, shipping information, privacy policy and frequently asked questions are listed at the Club Penguin Shop webpage. The ‘What's New' menu item takes you to the ‘Club Penguin Developer Blog' webpage. The webpage carries updates regarding new additions, changes and enhancements done by game developers for enthusiastic gamers.

The links ‘Parents Guide', ‘Help and Support', ‘Membership' and ‘Club Penguin Shop' are situated below the main menu. To the right side of the homepage are the buttons "Play Now", "Gift Cards" and "Fun Stuff". Click on the ‘Play Now' button and you can start playing the game right away if you have already created an account. All you need to do is to enter your ‘Penguin Name' and ‘Password'. If you do not have an account you can create a free account by clicking on the ‘Create a free account' button.

Players can become members by paying $5.95 every month, $29.95 for six months, or $57.95 USD for a year. The game can be played for free but many of the features are not available unless a subscription is purchased. The site generates revenue through paid subscription and through the sale of items through the shop.