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Turner Broadcasting, which owns the Cartoon Network TV channel, has launched an online virtual world for kids called Toonix.It has already made its BETA launch in UK at the start of the year.

Toonix.com calls on kids to "be whoever you want to be" by creating their own unique avatars and interacting within the new gaming platform.Turner Broadcasting claims that the UK soft launch, with no promotional push behind it, has led to more than 250,000 users signing up.

Toonix is aimed at kids aged 7 to 11 and is the latest in a succession of kids' virtual worlds and social networks including Habbo Hotel, Stardoll and Moshi Monsters. Turner is also developing a licensing and merchandising programme for the site – its first ever for a digital-only property.

The key competitor of Toonix.com is Disney's own Club Penguin.