Vague Question

Yesterday I was having a conversation with someone about Web 2.0 / what’s coming / how the web is used, etc. And I remembered or half remembered an article or news item on tv that talked about a toy or game that was linked with the web.

I’m not sure if it was Transformers with websites kids could go to and create adventures, post to forums, etc. Or something similar but for avatars in online games. If, by some random stroke of luck this very vague description reminds you of something, please tell me about it.