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At the end of 1999, Bookmark and KinderNet5 took the initiative to develop a child‐friendly ‘kids community’ on the Internet. The first version of the site went online at the end of March 2000 and is called Kaboem (www.kaboem.nl). The initiators of Kaboem are convinced that the combination of Bookmark and KinderNet5 is an excellent starting point for a successful future for Kaboem. KinderNet5 has experience in the kids marketplace and is the market leader broadcast organisation directed at children. Bookmark is actively involved in the development and implementation of new marketing, virtual community marketing and e‐commerce strategies together with clients like Philips, VNU and SENS/State Lottery.