In recent years, virtual play spaces have become enormously popular among young children around the world. As yet, though, there has been relatively little research into the ways in which children interact on such sites and what they learn in the process. This article describes a study of kids' experiences with one such virtual world, Club Penguin, created by the Walt Disney Company, which was for many years a leading online destination for children ages 5-10. The author focuses specifically on the commercial nature of Club Penguin, concluding with suggestions for parents, teachers, and researchers as to how they can help today's young children to become conscious customers and responsible digital citizens.