Avatar appearance attributes for use in rendering a first avatar within a virtual universe are associated with keys, wherein the first avatar is rendered to a second user in a virtual universe graphic user interface display with the defined appearance attribute as a function of a second avatar of the second user possessing the key. The first avatar may be rendered simultaneously to other users with an appearance attribute distinct from the defined appearance attribute rendered to the second user as a function of the other user's avatars not possessing the key. A key may be recognized as a function of an identity characteristic, and appearance attributes selected manually or as a function of a preference. Pluralities of avatar appearance attributes may be broadcast by an avatar for selection by key possession, and keys may be assigned as a function of a unique identity, a trait and an inventory asset.