Some CEOs might forget to thank the little people, but Celia Francis, the CEO of WeeWorld, is not one of them. After all, little people–three-inch digital avatars that represent 20 million real users–have been at the creative center of her career.
WeeWorld is a virtual universe where users create online versions of themselves known as WeeMees. Users may display their WeeMees–complete with accessories, stylish clothing, and more–in hundreds of digital and mobile forums and use them to express emotions. For example, WeeMees weep when sad and smile when happy. Users can even build homes for their WeeMees, and they can post quotes, poems, and blog entries to create original works of creative self-expression.
“They are a form of digital identity,” says Francis, who earned both SM and MBA degrees in management. Since she joined WeeWorld in 2004, when it was a seven-person operation, it has grown into a digital universe. Francis says WeeWorld is the seventh-largest teen site in the United States and now has more than 50 employees. The site is free for users but makes money through licensing, advertising, and virtual goods.
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