Disney has often used the game as a cross-promotion opportunity when releasing new films such as Frozen, Zootopia, and Star Wars, having special themed events and parties to celebrate their releases.
The game forged an ever-growing mythology of characters and plot elements, including: a pirate, a journalist, and a secret agent.
One of his roles was to merge the Club Penguin studio New Horizon Interactive in Kelowna (renamed to Disneyland Studios Canada) with Disneyland Studios LA).
Lane Merrifield assured Global Toy News at the time that "it’s a lot of worlds to manage, but we have really strong teams." Merrifield's role changed from taking a backseat in daily game design to focusing on overall branding and quality control of the virtual gaming properties.
Released January 2003, Penguin Football Chat (also known as Penguin Chat 2) was the second attempt at a penguin-themed MMORPG, and was created on FLASH 5 and used the same interface as Experimental Penguins.
The game contained various minigames; the premiere title of Rocket Snail Games was Ballistic Biscuit, a game that would be placed into Experimental Penguins and eventually be adapted into Club Penguin's Hydro Hopper.
In September 2011, one of Club Penguin's minigames, Puffle Launch, was released on i OS as an app.
Merrifield commented: "Kids are going mobile and have been asking for Club Penguin to go there with them." This message was provided by Aunt Arctic (a proxy for Club Penguin developers) in the last issue of the in-universe newspaper The Penguin Times.