MTVN Adopts NeoPets


MTV Networks said Monday that it has acquired NeoPets Inc.

NeoPets is the owner and operator of (, which it called “the world’s largest and fastest-growing youth community on the Internet.”

The global online-entertainment network prompts members to create and care for “virtual pets” that inhabit a mythical land called “Neopia.” More than 25 million members worldwide have created NeoPets accounts in 10 different languages, generating more than 5 billion page views per month, NeoPets said.

MTVN said NeoPets chairman and CEO Doug C. Dohring, along with the NeoPets senior-management team, will continue in their roles following the completion of the acquisition, and they will manage the company from its base in Glendale, Calif. Dohring will report to Nickelodeon Film and Enterprises president Jeffrey Dunn.

“NeoPets users are passionate about the site and its unique offerings, and that is exactly the kind of connection with audiences that MTV Networks cultivates and values,” MTVN chairman and CEO Judy McGrath said in a prepared statement.

“This property is a perfect fit for MTV Networks, and its acquisition is an important move for us as we aggressively move forward as a multiplatform entertainment company, dedicated to serving our audiences across all of the platforms they use and love,” she added.

MTVN vice chairman and Nickelodeon Networks president Herb Scannell added, “The combination of NeoPets and [] gives us a one-two punch leadership position in the online-entertainment space among kids and young adults. The hidden value of NeoPets is the fact that over 60% of its audience is over age 13, which aligns with the audiences of many of our MTV Network brands.”