Webkinz are stuffed animals originally released by the Ganz gift company in 2005. The toys are similar to many other small soft toys, however they come with a special code on their labels that allows access to the "Webkinz World" website to "adopt" a virtual version of the pet for virtual interaction.

When a user adopts their first Webkinz pet, they are given basic items such as a room, a welcome balloon, a food item, a piece of furniture for their pet, and 2000 in Kinzcash. Kinzcash is the Webkinz World version of currency. Each pet has levels of happiness, health, and hunger that decrease as time is spent with that Webkinz. They can be increased by feeding, playing with, exercising, and bathing the pet.

The online game is free to use for one year after the purchase of the first toy, then a user must enter a new code from another pet. There is a grace period of 30 days during which users can still access their accounts after which their account will be deactivated. Their pets, Kinzcash, and other items will be kept intact for a minimum of 30 days after the account has been deactivated. If the user does not re-enter the code within that period, the account will be deleted unless renewed.

In summer 2007 Ganz introduced sets of Webkinz trading cards and charms to add to the gameplay. Much like the toy line, the trading cards and charms codes that allow access to additional content on the website. The codes that are supplied with the charms allow access to the site's "Charm Forest". Ganz released other Webkinz-themed accessories in Fall 2007, such as clothing which includes website codes.