TY Girlz – Virtual Worlds for Girls
The most recognizable product that Ty Inc. has produced is the Beanie Baby. Ty produces a long line of unique plush toys. In 2007, Ty Girlz first appeared as a plush toy, quickly followed by the Ty Girlz website. Both the toy and the website are aimed squarely at girls ages 8-16. Non-members can check the website for free; however, this limits most of the activity they can have in the virtual world. Unlike most other virtual worlds, Ty Girlz does not offer monthly or yearly memberships. Instead, members must purchase a Ty Girlz doll that has a secret code attached to the tag. The code can then be entered on the website during registration, unlocking all the benefits of the membership. Currently, the price of a Ty Girlz doll is $14.99, although this price may change and vary.
Characteristic
Ty Girlz is a very pink website designed specifically for girls. The website is actually modeled after the dolls and works for two reasons: to bring owners together in a virtual online world and to further market the dolls. The dolls actually look like dolls, with serene and happy expressions. In Ty Girlz, the avatars don’t look like dolls, they seem to have been modeled after teenagers with little self-respect. Once girls purchase a doll, they enter the doll’s code in the registration process and fully activate their membership. Members choose an avatar to be their online personality. This avatar can be customized with accessories and a unique look. The avatar gets their own room, the ability to decorate it, a choice of top cities to live in, and $500 in virtual Ty Dollars.
Although most of the website exists for girls to talk about the Ty brand and interact with other girls, there are games to play. These games give players Ty Dollars, the virtual currency of the website. The more games people play, the more Ty Dollars they can earn. This currency allows players to purchase room furnishings, personal accessories, clothing, makeup, games, and other trade items. Chat is the most popular feature in the virtual world. Chat Around the World prevents members from typing their own words. They must use pre-selected words and phrases. In the Freestyle chat version, members can write their own phrases, but they are limited to words found only in the Ty Girlz dictionary.
What is good
The website will only attract girls in a wide age range who are interested in fashion and social chat. The graphics are quite good: clean, clear and sharp images. It flows quite well. It is a bright website with vibrant colors. There is no violence, drinking, drugs or tobacco on the website or in the games. Chat filters remove foul language. Aside from testing simple memory skills, Ty Girlz has no real educational value.
What is bad
The comparison with Barbie is unmistakable. Isn’t there more to a girl’s life than makeup, fashion, beauty and shopping? Certainly Ty Inc. doesn’t think this is all that will happen to the girls who buy and display their Ty Girlz, do they? There are no positive role models or messages contained in the virtual world for girls that empower girls to become nothing more than vacant shopaholics. Girls can have a little fun on this website, but they shouldn’t take it seriously.
online security
Ty Girlz has no control over who joins their website; however, they have control over what members say. In this regard, Ty Girlz should be commended for at least trying to put strict security measures in place to protect the girls. The most secure chat mode only allows users to choose pre-selected words and phrases. Even in open chat, only words chosen from their restricted dictionary are allowed and moderators patrol this area. Members are encouraged to report inappropriate behavior and parental consent is required before a child uses open chat.