Cartoon Network New Media Creates ‘CallToons’

LOS ANGELES--Cartoon Network New Media announced today it has created CallToons, a new mobile application that integrates smart technology with entertainment, essentially allowing Cartoon Network characters to take over a mobile phone. Using patent pending technology, CallToons creates an unparalleled user experience that replaces ordinary mobile phone functions (such as ringtones and wallpapers) with an all-encompassing entertainment platform provided by the users' favorite character. At launch, CallToons will feature characters from Cartoon Network and Adult Swim, and will be offered as separate services for each brand. CallToons is targeted to be available to consumers in Q4 2007.

--œCallToons extends our fans' relationship with our characters in a personal and interactive way through a mobile phone,-- said Paul Condolora, senior vice president and general manager for Cartoon Network New Media. --œWith this application, we are developing a novel approach to the mobile experience. CallToons is a natural next step for the company and offers limitless cross-platform entertainment possibilities with cartoon characters, celebrities, sports figures and beyond.--

--œCallToons does more than set a character's voice to a ringtone. CallToons allows a character's personality to take over the mobile phone's functionality so that they actually interact with the user and incoming callers in a unique way,-- said Ross Cox, Senior Director of Entertainment Products, Cartoon Network New Media.

Cartoon Network New Media developed CallToons in conjunction with Turner Platform R&D, and has been in discussions with Ericsson (NASDAQ:ERIC) regarding concept refinement and content delivery options. The technology takes Cartoon Network New Media into mobile licensing as the product will be available to non-Turner companies in the future.

CallToons ties together popular mobile content such as ringtones, ringbacks, wallpapers, and audio and text alerts into a character-driven narrative experience unlike any mobile content offering available on the market today. Cartoon Network New Media will introduce additional functionality to the CallToons application in the coming months.