Cartoon Network content coming to kajeet kids

By Giselle Abramovich

May 21, 2008

Billy & Mandy on mobile duty

Time Warner's Cartoon Network will be bringing its television content to tweens' phones via mobile service provider kajeet.

The deal with Cartoon Network will bring select mobile content from the network's original TV shows, such as Ben 10: Alien Force, Chowder, The Grim Adventures of Billy & Mandy and The Powerpuff Girls. Kajeet users will be able to easily access ringtones, wallpapers and games from Cartoon Network through their phone’s browser.

“Kajeet prides [itself] in the fact that we create a great experience for tweens and teens,” said Daniel Neal, founder/CEO of  kajeet, Bethesda, MD. “It’s not a TV channel. We unify kids  with all the brands they love.”

This deal is the latest in a series of kid-centric, content partnerships for kajeet.

Since 2005, the company has signed deals with mobile content providers such as  AOL, Electronic Arts, Glu Mobile, Gameloft, I-Play and Airborne Mobile.

Huffs from the Powerpuffs

The Cartoon Network, currently seen in more than 91 million U.S. homes and 160 countries, is Time Warner-owned Turner Broadcasting System Inc.’s ad-supported cable service offering classic animated entertainment for kids and families.

Kajeet is the mobile phone service made for kids and is a strict follower of CARU, an organization founded to promote responsible children's advertising.

Kajeet will offer tweens ringtones, wallpapers and games centered around animated stars from the Cartoon Network.

“There is some free pre-content,  but otherwise there is no advertising,” Mr. Neal said. “We have done some co-marketing with digital properties and movies in the past and we are looking at that for the future."

Kajeet is currently focused on building this mobile community, although Mr. Neal does see the content eventually being ad-supported.

“For us it is important to be a trusted brand, especially because we are dealing with people’s kids,” Mr. Neal said. “We are working hard to being that trusted brand and so we have to be careful with how how we produce advertising.

“One example is what we did with Nim’s Island,” he said. “We worked with Fox and acquired some of their exclusinve mobile properties and, in return, we made sure that the movie was front and center to our audience. We helped promote the movie to our mobile community through sweepstakes and games.”

Comments on "Cartoon Network content coming to kajeet kids"

1. jamie wells says:

   May 21, 2008 at 10:32am

   Just a heads-up...
   
   The first paragraph of the piece incorrectly ID's Cartoon Net as a "Viacom" network - it is not (it's a Turner / Time Warner net - Nickelodeon is Viacom's kids property). You ID Cartoon's ownership correctly later in the piece.
   
   Jamie