Games for kids need to be safe for kids, and recent news
highlights the importance of this. In the aftermath of concerns raised in that community, Disney
has decided to launch an expansive safety campaign for its popular Club Penguin
title. The campaign will spend $4.7 million to target not only the children who who play the game but also parents through advertising on various media including websites, magazines, television, and in the game itself.
co-founder and Executive VP of Disney Online Studios Lane Merrifield
emphasizes the company's stance on the importance of online safety and that education is a key element. Merrifield states, "From the very start, our vision for Club Penguin
was to create a safe place for my kids and their friends to play online. The scale may now be bigger than I could ever have imagined but that philosophy has not changed. As an industry I think we can help teach kids the lessons that they need to become responsible digital citizens."