Why Cuboids? What inspired WebbliWorld's unique art direction?

Having researched popular kids websites, we realized that while they functioned well, they lacked the visual impact we were after. We approached Aardman Animations in Bristol as we wanted to tap into their incredible expertise in the field of childrens animation. Tim Ruffle, a young but highly talented designer at Aardman, came up with the initial designs and concept for the site which was made from giant pixels or building blocks as if it were another world within the internet. Sets of stylized blocks were used throughout the site to maintain consistency and to keep the look simple and colorful. The world soon evolved into a skyline with a mixture of modular high rise buildings, objects and characters.

Could you tell us more about the purpose and personalities of WebbliWorld's mascots -- Wanda, Wez, and Wij?

Wanda, Wez and Wij – or www – are our three main characters who inhabit cyberspace, each with their own individual characteristics, likes and dislikes. They are the mainstays of the site and act as SearchBuddies –- seeking out interesting places to visit and useful information on behalf of our visitors.

Wanda is our "roving reporter" -– a bubbly girl on a mission, who is always first at the scene of breaking news and keeps us up to date on the latest events from around WebbliWorld. Wij is a science boffin who endeavors to test the boundaries of science and technology in pursuit of making the world a better place. Whether it's a bean-powered car or the discovery of the world’s smallest organic ginger nut biscuit, his experiments very rarely go to plan! Wez is an intrepid explorer, adventurer, and conservationist who takes the audience on his exciting expeditions throughout WebbliWorld. This dangerous pastime doesn’t complement Wez’s nervous disposition.

In true Aardman style, they are, of course, all completely bonkers, but we love them! As the site grows, these characters will grow with it and will have a more interactive role in guiding kids around cyberspace.

How does WebbliWorld keep children interested in learning about values like healthy eating, regular environment, and environmental awareness?

This philosophy is subtly woven throughout the site so as not to overwhelm our visitors and make them feel they are being nagged or lectured. As an ethos, it underlies everything we do or say within the world. In future phases, we will be taking this to new levels of interactivity with online activities such as stocking your fridge, cooking healthy meals, virtual shopping, and more content about how food is produced. We will also be introducing virtual gardens and farms, as well as a "greenometer" whereby you earn Webbles for being green. Throughout all this, kids are encouraged to leave their computers and explore the real world around them.

Could you tell us about Webbles, WebbliWorld's in-game currency? How do users earn them and what can they do with them?

Webbles are earned for various activities, including logging in, sending to a friend, rating other Webblis, and recommending good quality content. They are also awarded by Wanda to Webblis for doing good things. At this time, you can only earn Webbles, not spend them, so our visitors are amassing healthy bank balances which they will be able to spend once we release Phase 2 later in the year. And there will also be a prize for the first Webbli Millionaire! They will be able to purchase accessories for their Webbli and their WebbliPod (house), send virtual gifts, make donations to good causes, etc. We are also discussing the possibility of a loyalty scheme whereby Webbles can be redeemed against purchases in the real world.

What has WebbliWorld accomplished since its soft launch?

During the past nine months, we have reached into countries across the globe and have received a phenomenal amount of positive feedback which has helped us enormously in our plans for Phase 2 and beyond. This period has allowed us time to gain knowledge about our audience, as well as cement our strong foundations as we move forward into the future. We have also received a great deal of interest from the press, sponsors, advertisers, and suppliers.

What have you been able to accomplish with your partnerships with Puffin Books, The World Wildlife Fund, and other groups?

We have been building strong foundations with both these organizations which will continue to grow and flourish. We strongly believe in the importance of the written word and have worked with Puffin to showcase and review many of their new publications. WWF have provided us with the support we have needed to underpin our environmental stance by enhancing our status as a serious provider of quality web content for kids. Both these quality partners were quick to see the potential of WebbliWorld, and this helps solidify our strong brand identity. Needless to say, plans are afoot to integrate them further in the months and years to come.

What is planned for WebbliWorld's development and features in the near future?

In the near future, we will be introducing a fully immersive, interactive space in which kids will be able move their avatar around an interactive environment without losing any of the breadth or depth of the current site. We will be introducing a number of WebbliTV channels and virtual spaces including eco-friendly WebbliPods (houses), WebbliStadia, Webbli gardens, and farms where they will have the ability to grow things (not necessarily plants!) which they will be able to trade in WebbliShops.

Our concern for the environment will continue through all these new phases and our users will earn Webbles for making the ‘right’ choices – e.g. Choosing materials for building their Pod, switching off lights, conserving water, etc. We will be introducing the Webbli rainforest which will reflect how our choices affect the environment. The WebbliBank will become an interactive space in which kids can withdraw money from the cash machine with a PIN, as well as a place to learn about how to save money and third world debt.