Cartoon Network draws up CallToons

The new media division of cable network Cartoon Network announced CallToons, a patent-pending mobile application that replaces conventional handset add-ons like ringtones and wallpapers with interactive voice prompts, images and sound effects all tied to the user's favorite animated character. "CallToons does more than set a character's voice to a ringtone," Cartoon Network New Media senior director of entertainment products Ross Cox said in a prepared statement. "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."

Cartoon Network developed CallToons in collaboration with Turner Platform R&D and Ericsson. While the company said it plans to license the product to other content producers, celebrities and athletes, only fan-favorite characters from Cartoon Network and Adult Swim properties will be available upon the app's consumer launch, scheduled for Q4 2007.

Let's just hope Cartoon Network doesn't promote the app with any new guerrilla marketing campaigns…

For more on CallToons:
- read this release

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- Ericsson, Turner team for mobile multimedia