Research spanning two decades shows that there is a continuing development of 3D virtual worlds and investment in such environments for educational purposes. Research stresses the need for these environments to be well-designed and for suitable pedagogies to be implemented in the teaching practice in order for these worlds to be fully effective. To this end, we propose a pedagogical framework based on the cognitive apprenticeship for deriving principles and guidelines to inform the design, development and use of a 3D virtual environment. This study examines how the use of a 3D virtual world facilitates the teaching of mathematics in primary education by combining design principles and guidelines based on the Cognitive Apprenticeship Theory and the teaching methods that this theory introduces. We focus specifically on 5th and 6th grade students' engagement (behavioral, affective and cognitive) while learning fractional concepts over a period of two class sessions. Quantitative and qualitative analyses indicate considerable improvement in the engagement of the students who participated in the experiment. This paper presents the findings regarding students' cognitive engagement in the process of comprehending basic fractional concepts--notoriously hard for students to master. The findings are encouraging and suggestions are made for further research. (Contains 7 tables and 10 figures.)