It will promote Disney Mobile as a ‘service for parents, not for children', according to Walt Disney Internet Group corporate comms director Sandra van Vreedendaal.
Firefly won a four-way pitch against Porter Novelli and two unnamed agencies (PRWeek, 5 May). The contract starts on 1 July.
The Disney handsets will be programmable to control who can be called, have the option of spending limits, and will prevent users from viewing adult material. They will also have a GPS function so parents can track users.
‘Not many brands could enter this sensitive market with credibility, but Disney can,' said Firefly head of consumer Brandon Stockwell.
Last September a mobile phone shaped like a teddybear - the Teddyfone - launched successfully, despite a backlash from national press. Cow PR oversaw PR (PRWeek, 24 February).