If I were you I'd start seeking VC immediately. At the end of the day, this idea is so simple, so uniquely brilliant and really well executed that you can worry about a business model after you're done acquiring users.
BRILLIANT!
I'm sure Mattell are shaking in their pants, knowing that their core market is about to be exploited heavily by a soon to be funded by Draper Fisher Jurvetson and quickly acquired by Google, company much more aligned with web 2.0 and an uncanny ability to align the interests of multiple stakeholders in the fast changing world of international webcommerce.