Pets Go Mainstream. (Technology).

NeoPets.com, the Glendale-based Web site that allows users to adopt and care for virtual pets, is counting on a recent licensing deal with Viacom Consumer Products to broaden the company's exposure and beef up revenues.

Viacom will license the NeoPets interactive games and publishing worldwide, according to Doug Dohring, chairman and chief executive of the dot-com.

Dohring deferred to Viacom when asked to detail the specifics of the licensing arrangement. Viacom officials refused to discuss the terms other than to say it was a long-term deal.

"This has always been a part of our strategic plan; to take our online assets and move them to offline media," Dohring said. "We feel with (Viacom's) strength in publishing and interactive arenas they can bring us to the right developers and publishers in the offline environment."

Dohring said publishers have been soliciting NeoPets for months, but the company decided to go through Viacom because of its proven success with properties such as "Star Trek." NeoPets wants to publish a series of books based on some of the 40 "species" of virtual pets at its Web site.

Dohring also intends to convert the concept to interactive games for PCs and console platforms. Nothing is finalized, however.

"We've been strategizing quite a bit since we signed the agreement," he said. "We have our ideas as to what we feel will be most in demand by our user base."

NeoPets' Neopia, a fictional online world of games and contests, has attracted more than 20 million members. Dohring said 50,000 new members register every day. The main audience is users 17 years old and younger, but the site also attracts adults.