Webkinz are stuffed animals that match characters in an MMORPG (Massively Multiplayer Online Role-Playing Game) of the same name. After purchasing a Webkinz plush pet, children may register and control its virtual counterpart online at Webkinz World.

Each Webkinz stuffed toy comes with a unique 8-character code that may be entered on the Webkinz World website. Once entered, the child can name and "adopt" a virtual version of the stuffed animal. Users then earn KinzCash by completing various games, "feed" and care for for their virtual pets, forge relationships with other user and Webkinz pets, purchase yet other real-world items in order to acquire their online counterparts, participate in a "television show" within the game, and generally participate in an ever-changing virtual universe.