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Disney Mobile to launch this summer

$50 million ad campaign planned

The Walt Disney Company has announced plans to launch its new mobile subsidiary this summer with a USD 50 million advertising campaign.

Disney Mobile will target parents who want control over their children's access to and use of mobile phones. Several handset providers will be releasing new Disney phones which will include features such as the ability to limit the number of airtime minutes used.

The handsets will feature Disney branding in the form of a Disney Mobile logo, and some collectors' editions are planned. Content from the entire Disney portfolio, including games for mobile phones, will be available on all the handsets.

Disney Mobile is the second virtual phone service to be launched by the Walt Disney Co. - ESPN Mobile, which offers sports content, was launched late last year via Disney's ESPN media network.

ESPN Mobile is aimed at high-end consumers, with some volume use plans costing more than USD 200 per month - but Disney Mobile will offer lower priced packages aimed at families. The handsets will be sold online and through high street retailers.

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