Neopets wasn't really ABOUT programming. It was just a game for kids. It so happened that there were a lot of dull, repetitive tasks, or tasks that were best done at exact times, the sorts of things that programming could really help with. And there were places to stick some custom HTML for your profiles and such. It was a programming-shaped problem, and so a certain kind of child was happy to embrace programming because they had a problem to solve.
Scratch is ABOUT programming. It tells you "here is programming, you can make games and stuff," and that's neat, but it's a little different.
Neopets itself. Codepen and Khan Academy also let you share your HTML/CSS creations, and they add support for JS, but they don't have the game/pets elements that make coding petpages fun.
