The kids have discovered Webkinz, which is sort of like Neopets, but a little cooler. They can only get an account if they buy a little Webkinz pet from a store - they are cute, funny little plushies. Instead of made-up animals, though, they are gorillas, cats, frogs, etc.
They aren't too expensive, but it means they don't get the ads that come with Neopets.
I think it's pretty cool!