A scam/gimmick made by businessmen. The plan was to get a three year old to beg their moms to buy a webkinz and when the three year old finally gets it they enter a "secret" code on the official website so they can play with it in "magical happy wonderland". I bet most businessmen are saying "Look at these little kids who are falling for our traps! We're going to be rich!
Businessman: The little kids are falling for our traps! We're making money off of these webkinz!