Neopets was started in 1999, and its founders didn't know Dohring subscribed to Scientology principles, at first. “If someone in or outside the organization has done something that undercuts the mission of the organization, which is basically making money, then the organization, in the name of ethics, is advised to retaliate against the person in order to ensure that they don’t do it.” “The report’s section on ethics is really about a very primitive sense of justice, an eye for an eye, getting back at people who have in some sense harmed the organization,” Illingworth told The Outline. Its employees inspect and essentially spy on other employees and share any and all “pertinent” information with executives. On the surface, these business divisions do not look too out-of-the-ordinary when applied to normal workplace environments-but according to Patricia Illingworth, who is a professor at Northeastern University and a Senior Fellow at the Kennedy School of Government’s Carr Center for Human Rights at Harvard, the model is less ethical than it appears.Ī department of the Communications division, Inspections and Reports, posed specific ethical qualms. The symbiotic divisions are arranged to create a “cycle of production” that parallels the church’s “cycle of action,” which describes as “revealing what underlies the continuous cycle of creation, survival and destruction-a cycle that seems inevitable in life, but which is only an apparency.” It is also made up of seven stages. The business model contains seven divisions: Communications, Dissemination (sales/marketing), Treasury, Production, Qualifications (quality control), Public (public relations), and, most important to the system, Executive. The information currently made public about Org Board is vague - introductory workshops are required to learn more about it. However, it’s verifiable that Neopets’s business practices were connected to Scientology.
There were also unsubstantiated claims that employees were pressured to join Scientology, documented in a Kotaku article that was later removed. It may sound like an urban legend, and rumors surrounding the connection between Scientology and Neopets did indeed exist: Some have inferred that the popular Neopet Xweetok was named in the vein of Scientology-lore figure Xenu, but, as Powell told The Outline over Reddit, it’s not true. But underneath Neopia’s rainbow-streaked fictional world was an open secret: for at least five years, the company employed business practices directly connected to the Church of Scientology.
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The site was (and still is) one of many portals that elicits nostalgia for people who grew up online in the early 2000s - a colorful safe haven where kids learned how to code, spell, and do math while taking care of adorable virtual pets. Just over 18 years later, Neopets is still lauded as one of the most important sites in the development of children’s entertainment in the online realm. Powell was working two jobs he hated when Neopets was just a twinkle in his eye, and, to his surprise, soon saw his creation grow more rapidly than he had ever expected.
Like many other dot-com founders, co-creators Adam Powell and Donna Williams took a grassroots approach to creating the virtual pets website. Neopets made its way into the public eye during the wild west of the world wide web.
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