Taking a page from Ganz hit specialty plush Webkinz, toyco MGA Entertainment has launched RescuePets.com and MyePets.com. Both sites promise to immerse kid consumers in virtual pet worlds.

As with Webkinz, kids gain access to RescuePets.com with the purchase of a real-world Rescue Pet plush, which comes with a code that unlocks the virtual world once it’s typed into the website. New pet owners start out in My Room, and then they can navigate to the Flea Market to purchase virtual accessories, clothing, furnishings and decorations for their pet. As well, the site has a chat app that will allow owners to talk amongst themselves, swapping tips and challenges with each other.

Myepets.com, meanwhile, offers users the chance to adopt, name and take care of an online pet through a colorful interactive website that also offers games, puzzles and challenges pertaining to the pet.

MGA plans to introduce new apps including games, e-cards and other online activities to keep owners coming back for more.