I have just become aware of the PNP website and have contacted both NSPCC and CEOP (The Child Exploitation and Online Protection Centre) as well as a variety of media organisations, because I believe that people who use it should first consider the risks involved in providing personal details of a child to a website about which they essentially know nothing at all.
I know of nothing to suggest that the site is anything other than 100% legitimate - but all the same, would you give your child's name, photograph, age, sex, email ID and postal address to a stranger you had met in a pub? I doubt it - and Portable North Pole really isn't any different.
Please, please, please consider the risks involved in this sort of thing before deciding to use the service!