Described herein are processes and devices that control and use virtual universe wish lists. One of the devices described is a virtual wish list device. The virtual wish list device determines an item in a virtual universe that is a desired by an avatar. The virtual wish list device designates the item as a desired item in a wish list. The wish list may be stored in the avatar's virtual universe inventory. The wish list device determines details about the desired item, such as whether the item is desired in the virtual universe or in the real world. The wish list device stores the details about the desired item in the wish list. The virtual wish list device may use the details to conduct transactions related to the desired item.