My daughter got one for Christmas & I was told it was like a Webkinz & its an Avon thing.
When we did hers - she got to name it, had a user name, could say what galaxy it was in, etc. I never say a "play" area for it thought. And I have never been back in there either.
She is not only into Webkinz, she has started into clubpenguin now too. Same thing except you don't need an actual stuffed animal. You pick your color penguin & the more you play the more "penguin money" you earn to buy things. But there are some things that only members can buy & you do have to pay to be a member.