Kids can make the National Geographic Kids site truly their own. Using "My Page" features, they can choose their own fun background images, like flamingos or lion cubs. They can pull their favorite items from around the site into one convenient place for easy and quick access. And they can write about their site favorites and send exclusive e-cards to their friends, informs an official release.

"We want to offer the most fun interactive experience that National Geographic can provide for kids, and also help them make the experience their own," said National Geographic Digital Media vice president, content operations Betsy Scolnik. "National Geographic wants to inspire people of all ages to care about the planet -- the best way to do that for kids online is with an incredibly entertaining, multimedia offering that opens up the world in a way only the Web and National Geographic content can."

The new National Geographic Kids web site is the latest addition to National Geographic's expanding offerings for children. National Geographic Kids magazine, with a circulation of 1.325 million, empowers kids by making it fun to learn about the world. This year National Geographic Kids launched Little Kids magazine, aimed at preschoolers.

The kids' television programming and production arm, National Geographic Kids Entertainment, is in production on four children's TV programs, with many more in development.