‘Play Dates, Life Mates’: eHarmony for Kids goes nationwidePASADENA —
Four years ago, match site eHarmony quietly launched a new initiative, eHarmony4Kids, to help parents find mates for their children. The new program, whose tagline is “Play Dates, Life Mates. eHarmony for Kids,” has worked so well that the company is rolling it out nationally this year.
“People want to steer their kids toward compatible potential life partners at an early age,” says an eHarmony spokesman. “Core beliefs are in place at a young age so we can help them do that.”
Parents in Nashville, Seattle, Sacramento and Boston were secretly invited to participate in the field testing. They had their kids, ages 5 to 17, take the online personality test. Then eHarmony matched them up with other kids they deemed compatible.
The parents did not tell the kids what was happening but encouraged email friendships, play dates and online chatting.
“We told her it was like having a pen pal,” says one mother whose daughter was 8 when she joined the test program.
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