Whoever said the market for kids' virtual worlds is on the decline hasn't been watching National Geographic Animal Jam. After rocketing to 1 million registered users in its first few months of operation, the online playground for animal avatars is still adding around 10,000 new kids every day. Hear how Smart Bomb Interactive, the owners and operators of the world, made the transition from console development to virtual world development, how they secured a partnership with one of the world's most respected media brands, and how they went about designing an online community that kids and parents would both accept as "entertainment with substance."