A toy is represented on a website via a virtual replica of the product. The toy has a registration data associated with it that is electronically stored in the toy using an electronic storage medium. A user is registered on the website by associating the user with a user ID. The user ID is associated with the virtual replica of the product by utilizing the registration data. Access is granted to one or more features on the website in connection with the virtual replica of the product subsequent to input and validation of the registration code via the user ID without requiring additional entry of the registration data.