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Disney hopes kids will take online World of Cars out for a spin
The company's latest virtual world, based on the Pixar film 'Cars,' is being tested for rollout this summer. The subscription-based online community is modeled after Disney's Club Penguin.


Walt Disney Co. believes that World of Cars, its new subscription-based online community aimed at boys and based on the Pixar movie "Cars," won't get lost in the traffic of virtual worlds.

Things are already a bit congested. Some 200 virtual worlds target children under 12. Each competes for a slice of the 10 hours and 45 minutes a day the Kaiser Family Foundation estimates that kids spend viewing media, simultaneously vying for screen time against a growing number of portable media players and smart phones that offer their own diversion