Introduction Neopets is a website that deals with virtual pets and which was launched in 1999 by Adam Powell and Donna Williams. Powell performed programming work while Williams was responsible for designing and drawing and graphics. It grew to a point where Williams could not manage it anymore. Subsequently, it was purchased by an investor who some years later sold it to Viacom (Surhone, 2010, p.5). Neopets has developed extensively with a current estimated customer base of more than 25 million customers. This figure has been achieved by focusing on customers related issues such as translation of the website into diverse languages. The visitors create an account from where they access the website. The website gives customers an opportunity to be in charge of up to four pets. They buy food, toys, including other accessories to the pets using a virtual currency referred as Neopoints and Neocash. Preventing the Neopets’ concept from becoming a fad Neopets has adopted a concept that is acceptable by many of its customers. It is one of the strategies preventing Neopets products from becoming a fad. With the prevailing intensity of competition in the business, Neopets should adopt an innovation strategy that will keep it step ahead from its competitors. As a strategy towards innovation, the Neopets should introduce new games, puzzles and characters that are more appealing to its customers. New innovations will attract the attention of the customers making them stick to the company. In addition, the Neopets should record an outgrowth improvement in technological developments. Modern technology will help to keep more customers on board. According to Cantrell (2010, para.1), unlike the Ninja Turtles and the Hula hoops that have turned out to be fads, Neopets can position its-self in the market if it capitalizes on the children’s true love for pets. This is possible because every child across the current generation has a natural love for pets. The Neopets’ promotion Neopets has been able to convince a remarkable number of customers through a word of mouth promotion. The method has proved to be very effective with regard to the customer base. The introduction of a more sophisticated promotion method can contribute to a large out of hand customer base thereby disrupting the functionality of the website. According to the Goldsmith (2002, p.100-125), once a business has a remarkable number of customers, it should focus on the existing customers to bring on board new customers. This kind of promotion is called the viral marketing. For example, the firm might relay on advertising via e-mail message to the existing members who then distribute the same message to new members, thus bringing novel customers on board. The market is unsurprisingly characterized by booms and declines. Therefore, Neopets should be watchful when deciding on a new promotional method as it might impact on the company negatively. Country to country difference in acceptability of Neopets and the remedy Neopet’s management team has tried its level best to translate its functions to different languages with the aim of eliminating linguistic differences. This has been successful. Pets are un