Lands' End introduces virtual fantasy Packland

DODGEVILLE, Wis. Lands' End has created a backpack fantasyland called Packland that lets kids choose between four different environments where they can create their own virtual backpack.

"This back-to-school season, we are giving Lands' End Kids the opportunity to use their imagination and express their creativity both online and in-store," said Susan Sachatello, SVP marketing. "Packland is an innovative and engaging online experience that transports kids to a virtual backpack fantasyland, while Pack Pals are a cool new collectible that kids can use to decorate and add custom character to their real-life backpacks."

When kids visit landsend.com/packland, the virtual backpack's rocket boosters flare up, and kids are transported to a new world.

In all four fantasylands, kids can choose Pack Art to add to their backpack. Kids can also click to change the backpack's color and give it a name.