On this Playdo website you get to create a character to use as a citizen in a resident in a city. You can challenge neighbours to an online game, chat to get your characters a date, make your own website and find out what your friends did at the weekend.
Membership to the site is free, and the sign up process does not ask many questions so takes very little time. However, once registered, the site becomes a little confusing to navigate and takes time to get used to it.
Seems to be more for the teenage range rather than primary school age.