The purpose of www.snuggletime.com is to establish and build online brand equity for Snuggle, collect consumer information, create loyalty and awareness, & foster consumer dialogue. SnuggleTime.com is a special time for caring, sharing and learning. The site's content targets moms and kids with fun, interactive, and educational games and activities with the Snuggle Bear as the host throughout the site. The Snuggle beat escorts consumers around the site and interacts with them through games, activities, interactive feedback and e-mail communications. The key was not to create a traditional temple brand site, but rather to provide consumers with a place where they could interact with their children and a safe place where they would feel comfortable letting their children play by themselves. The first weekend, prior to the launch of advertising (3/000, the site generated 500 registrations, and then @12,000 registrations within the first 24 hours of online advertising. Within first month of launch, Snuggle achieved 115,000 registrations, 3,500,000 hits and an average user session duration of 11 minutes. Most impressive is the positive consumer feedback and online buzz that has been created by consumers, through viral marketing activities including consumer-generated postings to bulletin boards and chat rooms.