In recent years there has been a marked increase in the number of virtual worlds aimed at populations between the ages of 6 to14 years. This article examines the content and design of one such site, Webkinz World, as a sociocultural context for informal learning. Focusing on the design and activities of this site sheds light on the ways in which Webkinz World supports learning, especially for nascent users, and the apparent limits of these support structures as users gain more expertise.