'Myspace' for 6-year-olds

Cool jazz piano playing in the background, a pink penguin named JellyJuju orders a cheese pizza and lemonade. Another penguin, wearing a chef's hat, waddles to the table, tossing the pie in the air and catching it.

Welcome to Club Penguin, the MySpace of the primary school set, where kids control their penguin avatars, throw snowballs, hang out in their igloos and make friends in an online world built just for them.