The Full Inside Story of the #ClubPenguinSummit

by Susan

Club Penguin Summit

A couple weeks ago, I was familiar with the website Club Penguin but it didn’t jump out at me as something I should go out of my way to introduce to my children.

Janice’s boy Jackson, now age 11, has played Club Penguin for a few years, but my 5 and 7 year old girls hadn’t yet spent much time online.

So when I was invited to attend the Club Penguin Summit to learn more about kids online safety along with a special presentation about cyberbullying, I decided to go.

Wow, am I ever glad I attended!

I learned an incredible amount about how Club Penguin acts as a safe and fun introduction to social media and online gaming. I tweeted non-stop during the 2 day event and published a a quick post on the first night of the event.

Now I have gathered together a complete collection of my tweets and photos using the website Storify to create a full story of the summit.

As you read through the following story, you will join us on the journey inside Club Penguin, see the headquarters and learn from the presentations by the leadership team. I’ve included most of the presentation slides except those we were asked not to share because of trade secrets or privacy restrictions.


Club Penguin Summit

The #ClubPenguinSummit at Club Penguin’s headquarters in Kelowna was a 2 day media event held for approximately 20 bloggers and reporters.

Storified by 5minutesformom· Mon, Apr 15 2013 01:06:26

Club Penguin is a fascinating virtual world that’s created and carefully monitored to allow kids a safe introduction to social media and gaming. 
The media summit held April 11th and 12th, 2013 was the first time reporters or bloggers have been invited into Club Penguin’s headquarters.
For a list of Twitter profiles for bloggers on the trip, follow this public Twitter List.
And the snowball fight begins. Okay, not really. #ClubPenguinSummit pic.twitter.com/ARD85WYcvP5minutesformom
Landed in #Kelowna and I’m ready to meet some Puffles in person. But first a nap in my igloo. #ClubPenguinSummit pic.twitter.com/1b89HC8T3z5minutesformom
I’m looking forward to learning more about online safety for kids and the @clubpenguin game today at the #ClubPenguinSummit ~Sue5minutesformom

Club Penguin Headquarters in Kelowna

What a fun entrance to the @ClubPenguin headquarters. #ClubPenguinSummit pic.twitter.com/vBvLjq3f0E5minutesformom
The staff at #clubpenguin are so enthusiastic and genuinely love kids. #clubpenguinsummit instagram.com/p/YGmBErjB8E/5minutesformom
Looks like the penguins knew we were coming. #ClubPenguinSummit pic.twitter.com/KQde9MRObB5minutesformom
The #clubpenguin headquarters bring the game to life & school classes come for tours weekly.… instagram.com/p/YGmZUGDB8i/5minutesformom
Puffle Seat anyone? These are too cute. #ClubPenguinSummit pic.twitter.com/LCYPVFXpVA5minutesformom
Drawing on the walls is allowed at #clubpenguin – well, not really. #clubpenguinsummit instagram.com/p/YGnx4-DB-l/5minutesformom
The #clubpenguin theater is the most fun meeting room ever! #clubpenguinsummit instagram.com/p/YGm0MZjB9I/5minutesformom

The Presentations Begin in the Club Penguin Theatre

Chris Heatherly, VP/GM Disney Interactive Worlds is a great sport & plays #clubpenguin as penguin… instagram.com/p/YGnRPRjB9x/5minutesformom
Chris Heatherly, VP/GM Disney Interactive Worlds takes the stage and introduces us to his Penguin “Spike Hike”.
Spike Hike is the penguin Chris Heatherly, VP/GM Disney Interactive Worlds created w his son #ClubPenguinSummit pic.twitter.com/usm9R9D72g5minutesformom
Chris emphasizes that this is the first time media has been invited inside their offices and been shown this type of information about how they run Club Penguin. We’re asked to keep certain parts of the presentations off record.
They are "opening the igloo" here and sharing the inside story of how they run #ClubPenguin #ClubPenguinSummit pic.twitter.com/zkc8lbxr0o5minutesformom
Snapshot of the history of #ClubPenguin #ClubPenguinSummit pic.twitter.com/rWVtaxE5D35minutesformom
Wow! 200,000,000 penguins have been created. Played in over 190 countries. #ClubPenguinSummit pic.twitter.com/oxZcygEVFL5minutesformom
They have a 50/50 gender split. Boys and girls both play the same way. Penguins don’t have gender. #ClubPenguinSummit pic.twitter.com/AvKQsTqErZ5minutesformom
Now Question for parents is not should my kids be online but how do I prepare my kids for a social world. #ClubPenguinSummit5minutesformom

Club Penguin Puts Kids First in 4 Major Ways

1. Imaginative Play
2. Safety
3. Community
4. Social Good
Club Penguin is like "the empty cardboard box" where kids use imagination to create play. #ClubPenguinSummit pic.twitter.com/OfCr6uYEYN5minutesformom
Playing @clubpenguin is about being yourself online, not necessarily "cool" or trying to be "popular" #Kids #ClubPenguinSummit5minutesformom
They r giving kids tools to use their own creativity to build their own play environments. #ClubPenguinSummit pic.twitter.com/ujqo527lmN5minutesformom
Safety is key. They have 200+ moderators worldwide in 5 languages. #ClubPenguinSummit pic.twitter.com/DQdamQShoK5minutesformom
They have highly sophisticated chat – world’s most safe chat. #ClubPenguinSummit pic.twitter.com/Tv2bElbFa25minutesformom
Club penguin is more than a game. It is a community and ideas from kids r key in developing it. #ClubPenguinSummit pic.twitter.com/Ldd9Xumvsc5minutesformom
#ClubPenguin community includes their official blog, YouTube, Twitter and Facebook Parent page. #ClubPenguinSummit pic.twitter.com/ubP14rmgCl5minutesformom
The Club Penguin community is expanded through other social media channels both by fans creating and sharing CP related material, but also through the company’s official channels.
While many fans do talk about Club Penguin on Facebook, there is only an official Facebook page for parents as the age demographic of primary users is 8 – 12 years old and Facebook requires users to be at least 13 years of age.
Empower kids to make world better & kids can donate coins to charity. Over $10,000,000 donated #ClubPenguinSummit pic.twitter.com/kOit9kdZQr5minutesformom
"Philanthropy isn’t just something we say, it’s something we do" via @clubpenguin #clubpenguinsummitCaryn Bailey

Club Penguin 101 – Cheryl Gerbrandt, Creative Lead

Charity Gerbrandt is Creative Lead. Grasstain is her penguin. #ClubPenguinSummit pic.twitter.com/Ew25pi00qK5minutesformom
Essence of @clubpenguin is empowerment, community and humor. #ClubPenguinSummit pic.twitter.com/uwE9SgtZeD5minutesformom
4 things to do in #ClubPenguin. Role play, socialize, customize and play games. #ClubPenguinSummit pic.twitter.com/4qM0XyCHOc5minutesformom
Puffle pets are a big part of #ClubPenguin & both boys & girls show nurturing play patterns #ClubPenguinSummit pic.twitter.com/QV1Aj8utab5minutesformom
They have a set of resident characters that exist to help drive narrative. #ClubPenguinSummit pic.twitter.com/qxlfmtroJM5minutesformom
They have staff go online & play these characters & is so exciting 4 kids to meet them online #ClubPenguinSummit pic.twitter.com/lyhlzf1uTx5minutesformom
A major part of playing in #ClubPenguin is customization as shown by this player’s igloo #ClubPenguinSummit pic.twitter.com/CMMvM8hkNl5minutesformom
Kids role play and act out what they see in real life. #ClubPenguinSummit pic.twitter.com/DcYo5Kk0FE5minutesformom
They release new content every week so something exciting is always happening. #ClubPenguinSummit5minutesformom
Average play time is 30 – 45 min at a time. Most active days are weekends. #ClubPenguinSummit5minutesformom
Many kids become influencers and have outside blogs and twitter profiles & have a major impact on community play. #clubpenguinsummit5minutesformom
Chris Heatherly explains that ideas that come from the #kids are often the most successful. #ClubPenguinSummit pic.twitter.com/v9wlI1JxbH5minutesformom

How Club Penguin Keeps Kids Safe Online

Online safety for kids is hugely important at Club Penguin and they invest heavily in the necessary technical and human resources to ensure kids stay safe while playing.
Gerard Poitras, Head of Online Safety shares how #ClubPenguin keeps kids safe in a virtual world. #ClubPenguinSummit pic.twitter.com/9lxS7TUTaj5minutesformom
3 pillars of #safety: human interaction, tech & tools & education #ClubPenguinSummit pic.twitter.com/zJOkegEbMM5minutesformom
#ClubPenguin has a set of rules kids must agree to: respect, chat nicely etc #ClubPenguinSummit pic.twitter.com/mgtbgJ9opF5minutesformom
#ClubPenguin has moderators in 4 locations over world & in 5 languages. #ClubPenguinSummit pic.twitter.com/L6UdEa8dlv5minutesformom
If a kid breaks a rule, mod boots them off server temp. More serious then 24hr ban, 72hr then perm #ClubPenguinSummit pic.twitter.com/MqPMwbYRP45minutesformom
Through your #parent account, you can watch your child’s activity online. #ClubPenguinSummit5minutesformom
Each penguin name is individually approved. Until its approved the penguin is given numerical name #clubpenguinsummit pic.twitter.com/IXuPB0cJEI5minutesformom
Ultimate Safe chat is great for young or beginner users and allows child to select phrases to use. #ClubPenguinSummit pic.twitter.com/cFZLM7rhLG5minutesformom
Standard Safe chat provides an intermediate way for kids to talk & interact #ClubPenguinSummit pic.twitter.com/tGBTmEi5lQ5minutesformom
Kids can choose to ignore other penguins & they won’t see their conversations #ClubPenguinSummit pic.twitter.com/HtTNfledEU5minutesformom
Parents have a parent account and there r FAQ and tools. #ClubPenguinSummit pic.twitter.com/sp0EBmz5kb5minutesformom
The DisneyParentApp helps #parents communicate w kids by giving tips & secret #ClubPenguin info #ClubPenguinSummit pic.twitter.com/OVkmVwCqfH5minutesformom
A global security team works 24/7 to provide intervention for these serious situations #clubpenguinsummit instagram.com/p/X-WbkyNFRg/LeticiaTechSavvyMama
In order for kids to be successful in society they need to learn how to use the internet in a responsible manner. #ClubPenguinSummit❤Shelby Barone❤

Tour of Club Penguin Headquarters

We continue our tour of the Club Penguin offices and are inspired by more artwork and a fun workspace.
@mooshinindy getting into the scene at #clubpenguinsummit instagram.com/p/X-jbe2jB0Y/5minutesformom
Group shot fun with the puffles. #ClubPenguinSummit pic.twitter.com/P1rEwnYxcg5minutesformom
Stopping for a shot with jenniferjames and some #Puffles at #clubpenguinsummit instagram.com/p/X-lvpIDB34/5minutesformom
Keep Calm and Waddle On #clubpenguin #clubpenguinsummit instagram.com/p/YGoRDfjB_W/5minutesformom
Love this #advice from #Disney Interactive Media Group #ClubPenguinSummit pic.twitter.com/lj2sITR1wL5minutesformom
Enjoying the #clubpenguinsummit tour w yoyomamadotca instagram.com/p/X-nzq5jB7B/5minutesformom
Norrie is the man behind the sounds of #ClubPenguin #clubpenguinsummit instagram.com/p/X-ogcAjB8H/5minutesformom

Guest Experiences

In the guest experiences department, staff carefully review each new Penguin name to ensure it is safe and meets naming rules. To learn more about the task, we get hands on job experience.
We r getting a chance to experience a real job in the Guest Experience department at #ClubPenguinSummit pic.twitter.com/v2aU1P87MT5minutesformom
Testing out life in the #clubpenguin Guest Experience Department during #clubpenguinsummit instagram.com/p/X-wcYwDB3m/5minutesformom
Mom Babbles is my new Penguin #clubpenguinsummit instagram.com/p/YGsMz3jB1P/5minutesformom

Club Penguin’s Social Media Team

Chris Gliddon, who is affectionately known by CP fans as his Penguin’s name “Polo Field”, shares how he coordinates the official social media communication with the huge fan community.
I have to say, that @PoloField is such an authentic, sincere voice for Club Penguin and his passion for helping kids learn while having fun in a safe online environment almost brought tears to my eyes.
Chris Glidden from the Social Media team is sharing about community. #ClubPenguinSummit pic.twitter.com/6mmnmiCLns5minutesformom
The ABCs of #community are similar to #parenting #ClubPenguinSummit pic.twitter.com/rP2Be7RYUP5minutesformom
#ClubPenguin is a social equalizer where kids can be accepted. It is a social network in itself. #clubpenguinsummit5minutesformom
#ClubPenguin loves receiving player #art. This was fan art for a project in #Haiti #ClubPenguinSummit pic.twitter.com/zI6ZAfCet85minutesformom
#ClubPenguin uses a blog as well as YouTube, Facebook & Twitter to communicate w community #ClubPenguinSummit pic.twitter.com/TWC7JeYtCl5minutesformom
The only limit is the Community’s #imagination. #ClubPenguinSummit pic.twitter.com/yMCtRre4n55minutesformom

Club Penguin Takes Social Good Seriously

Now it’s time to talk about #Citizenship and social good #ClubPenguinSummit5minutesformom
Nicole Rustad is sharing now about the social good work that #ClubPenguin does #ClubPenguinSummit pic.twitter.com/vzC7N6ucIt5minutesformom
Approach to social good – empowering employees, inspiring audience, impacting children globally #ClubPenguinSummit pic.twitter.com/IyQgJaVY4O5minutesformom
"Kids can change the world through connected play" Nicole Rustad #ClubPenguinSummit5minutesformom
Coins for Change is #ClubPenguin program to get kids involved deciding where to give #ClubPenguinSummit pic.twitter.com/TxnCcsWzwz5minutesformom
Last yr kids donated over 13.7 billion in virtual coins. #CoinsForChange #ClubPenguinSummit pic.twitter.com/6RfEyPaUF35minutesformom
#ClubPenguin is a big sponsor of #WeDay which empowers kids to volunteer & change the world #ClubPenguinSummit5minutesformom
Club Penguin & Free the Children nurtures kids helping kids #clubpenguinsummit @clubpenguin❤Shelby Barone❤
We are watching powerful videos showing work done by #FeedTheChildren Huge portion of funding is coming from #youth #ClubPenguinSummit5minutesformom
You don’t have to wait until you are an adult to make an impact on the world w/social good #ClubPenguinSummit❤Shelby Barone❤
The first day of the summit ends with videos of the inspirational work Club Penguin is doing helping children all over the world.

1st Post at 5MinutesForMom.com About Club Penguin Summit

Later that night, I publish a quick post about the summit 
A Fascinating Look Inside #ClubPenguin 5minutesformom.com/76181/club-pen… #ClubPenguinSummit5minutesformom

Day 2 of #ClubPenguinSummit

The second day of the summit includes a few morning presentations and a Q&A session. 
Excited for this mornings presentations here at the #clubpenguinsummit5minutesformom
Day 2 of the #ClubPenguinSummit kicks off. pic.twitter.com/lhmgVtasyH5minutesformom

NetSmartz Workshop

Time for NetSmartz Workshop – a program of the National Center for Missing & Exploited Children #ClubPenguinSummit pic.twitter.com/hKGfpkfTzR5minutesformom
NetSmartz uses creative, engaging characters to teach kids about online safety. #ClubPenguinSafety pic.twitter.com/d0wwBCcEoQ5minutesformom
NetSmartz creates presentations and info material to teach kids about role of bystanders in #bullying. #clubpenguinsummit5minutesformom
Foundation for safe Internet use can be set at age 5/6 starting with netiquette. Using manners, being kind. #ClubPenguinSummitAmy Heinz
How you talk about online safety starts w younger kids using diff lang diff issues than older kids #ClubPenguinSummit pic.twitter.com/B1CPqODOZY5minutesformom
NetSmartzKids Characters used to teach young kids online safety #ClubPenguinSummit pic.twitter.com/8BBUEQ5FUK5minutesformom
Discussing #cyberbullying and the tragic #AmandaTodd story. #ClubPenguinSummit5minutesformom
NetSmartz NetSmartz.org uses cartoon videos and online books to teach kids about #netiquette. #ClubPenguinSummit5minutesformom
NetSmartz.org uses cartoon videos to reach kids about #netiquette #clubpenguinsummit instagram.com/p/YGtRZADB29/5minutesformom
NetSmartz w their partnership #ClubPenguinSummit put together comprehensive teacher & school resources pic.twitter.com/3NBwZUkZ3d5minutesformom
Num 1 rule to teach #kids… Do not share personal & private info online. #ClubPenguinSummit #parents5minutesformom
Canadian Center for Child Protection and Kids Help Phone provide similar resources to #NetSmartz in #Canada #clubpenguinsummit #bullying5minutesformom
Submit: The Documentary. @CommonSenseMedia review: bit.ly/10ZgmX6 #clubpenguinsummit #cyberbullying5minutesformom

Club Penguin Monthly Theme Parties

#ClubPenguin hosts monthly theme parties w sets & props 4 kids to create role playing stories #ClubPenguinSummit pic.twitter.com/xwDQx04oss5minutesformom
Eg SuperHero #Marvel takeover – its a virtual playground where kids make up stories and play #ClubPenguinSummit pic.twitter.com/dx9Q8Qo1BV5minutesformom
Kids r given a small set of elements & simple story pic.twitter.com/GFebwBezPn5minutesformom
We r getting #CPSneakPeeks at new party artwork and games. Stay tuned here for photos #clubpenguinsummit5minutesformom
Sneak peek artwork for #ClubPenguin April party releasing Apr 25 #ClubPenguinSummit #Kids pic.twitter.com/D3jfulooMD5minutesformom
Screen 2 Sneak peek artwork for #ClubPenguin April party releasing Apr 25 #ClubPenguinSummit #Kids pic.twitter.com/tOJiIfK5lD5minutesformom
Screen 3 Sneak peek artwork for #ClubPenguin April party releasing Apr 25 #ClubPenguinSummit #Kids pic.twitter.com/Bjes765TU55minutesformom
Sneak peek finalized artwork for #ClubPenguin May party #ClubPenguinSummit #Kids pic.twitter.com/4s8yJ8LUXJ5minutesformom
Sneak peek final artwork for #ClubPenguin May party #ClubPenguinSummit #Kids pic.twitter.com/EOkchOrD4q5minutesformom
Sneak peek concept artwork for #ClubPenguin May party #ClubPenguinSummit #Kids pic.twitter.com/6RzDuyGoLJ5minutesformom
Screen 2 Sneak peek concept artwork for #ClubPenguin May party #ClubPenguinSummit #Kids pic.twitter.com/gWq2CaIpUM5minutesformom
Sneak peek final artwork for #ClubPenguin May party #ClubPenguinSummit #Kids pic.twitter.com/KjAV7bC7GP5minutesformom
Secret item for Super hero party is in the hero game. It is a white hoodie. Have to get to end of game #ClubPenguin #clubpenguinsummit5minutesformom
Sneak peek concept artwork for #ClubPenguin June party #ClubPenguinSummit #Kids pic.twitter.com/6lctTFmV3o5minutesformom
Rare item for Super hero party is in the hero game. It is a white hoodie. Have to get to end of game #ClubPenguin #clubpenguinsummit5minutesformom

Artists in Action

Club Penguin’s talented artists bring it’s virtual world to life… and we get to see them in action and take a sample home.
#ClubPenguin artists drawing penguins for us to take home. #ClubPenguinSummit pic.twitter.com/mlFd7luyrs5minutesformom
A #ClubPenguin artist drawing a penguin for us to take home. #ClubPenguinSummit pic.twitter.com/XBf1SKy3SM5minutesformom
My own custom #ClubPenguin drawing to take home. #ClubPenguinSummit pic.twitter.com/7u1jKr3Rt55minutesformom
Creating #penguins live in action artist at #ClubPenguin #ClubPenguinSummit pic.twitter.com/vuV52RMhLP5minutesformom

Q&A with Club Penguin

Q&A time to wrap up the #ClubPenguinSummit pic.twitter.com/vAj9rTjIad5minutesformom
@SaraaprilinCP sure go ahead & use my photos & tweets if u want u can link to my blog 5minutesformom.com #clubpenguinsummit5minutesformom
Charity Gerbrandt, Creative Lead, penguin "Grasstain" & Chris Glidden "Polo Field" #clubpenguinsummit instagram.com/p/YGsmp7jB1y/5minutesformom
@King15199CP yes. There will be a new #ClubPenguin mascot but they will not say when. #clubpenguinsummit5minutesformom
@Pingu17174 yes he and all the others LOVE working here and love all you fans. They truly appreciate the fan interaction #clubpenguinsummit5minutesformom
I am sincerely impressed with the culture and values demonstrated by the #ClubPenguin staff. A truly quality company. #clubpenguinsummit5minutesformom
@CaptainObiCp someone asked about a Star Wars party but they didn’t say whether or not there will ever be one. #clubpenguinsummit5minutesformom
@Iyaz201CP I didn’t get a chance to tell @polo his glasses r cool but I agree. He is also the coolest, nicest guy ever. #clubpenguinsummit5minutesformom
@Superoo13 they talked about some of the programs in Haiti supported by Coins for Change5minutesformom

Thank You Club Penguin

@DjStoresCP yes. I truly had a fantastic time. The team loves their work & their passion is infectious. Learned tons. #clubpenguinsummit5minutesformom
With @mooshinindy at #clubpenguin headquarters for #clubpenguinsummit instagram.com/p/YBNw_hDB7F/5minutesformom
Thank you to all the #ClubPenguin fans who asked questions and retweeted. Your enthusiasm is inspiring. #clubpenguinsummit5minutesformom
Huge thanks to the entire #ClubPenguin team and #Disney for welcoming us inside their virtual world. #clubpenguinsummit5minutesformom
Thanks for all the #clubpenguinsummit retweets. I often blog about #bullying pls share link to http://www.5minutesformom/bullying5minutesformom
Okay, I have to log off for now. I’ll be getting on a plane soon. Thanks for all the tweets. Waddle on. #clubpenguinsummit ~Susan5minutesformom
At home now playing #ClubPenguin with my kids. #clubpenguinsummit5minutesformom

View my #ClubPenguinSummit story on Storify.com.

Disclosure: My travel and accommodation expenses were covered by Disney for me to attend the summit.

Written by Susan Carraretto, co-founder of 5 Minutes for Mom
Talk with me: @5minutesformom and Facebook.com/5minutesformom
Pin with me at http://pinterest.com/5minutesformom/



Email Author    |    Website About Susan

Susan Carraretto and her identical twin, Janice Croze, created 5 Minutes for Mom in 2006. Susan loves all social media, but her top addiction these days is Pinterest. She recently published a children's book titled "The Pest Detectives" which you can download now in digital format for free.

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{ 3 comments… read them below or add one }

1 Katy April 18, 2013 at 2:52 pm

My 9yo has loved Club Penguin for over a year now. While at first I was hesitant, and a bit scared for him to be on Club Penguin, I now enjoy his interaction with the site, which has been nothing but positive. He collects puffles, plush, writes poems (!) about Club Penguin, and even draws pictures of Club Penguin. He just loves it.

Reply

2 Gappymcpup April 29, 2013 at 4:59 am

I Am a Fan of Cp Ive been on scince Penguin Chat
You Should See their Vending Machine Its Awesome

Reply

3 momofdoublethefun January 21, 2014 at 1:16 am

My daughter will be so jealous when she reads this. Her dream is to visit the Club Penguin headquarters! Maybe in the future they will consider a #ClubPenguinSummit for kid bloggers. Her blog is greengirl816.wordpress.com.

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