In both of our online eNewsletters this week, we included an article about the Webkinz craze, a plush animal manufactured by Ganz, that is literally flying off shelves across the country. To me, this is fascinating on many levels.

First, Ganz implemented a brilliant marketing strategy by creating a Web-based game that children can play to earn their pets food, attention and other rewards. It's so clever! It creates a value-added reason for customers to buy the product, with very little product cost outside of the initial game development expense.

The second fascinating element of this craze is how quickly it spread and by whom… children! My four year old came running home from school a few weeks ago begging me for a Webkinz. When I asked, "Do you know what a Webkinz is?" she responded by saying, "No, but everyone is talking about them."

Third, the limited supply is creating even more demand. They're so hard to find people want them more (remember Beanie Babies?).

And fourth, an entire culture has now formed around the different animals and games (and it's one with money!).

What I hope is that other vendors will learn from this success and launch similar products using the same marketing principles.

Hey, they're an easy sell.. my daughter doesn't even know what they are and she's already convinced me to buy one!