The Walt Disney Internet Group has taken the wraps of its new ad-supported Disney.co.uk portal for mobile devices.
The news was revealed at the 2008 Mobile World Congress show currently running in Barcelona. The portal is available to anyone with a WAP-enabled mobile handset and can be accessed anywhere by texting 'Disney' to 83335 or by entering www.disney.co.uk into a mobile handset browser.
The firm is also working with mobile operators to make it accessible directly through operator branded portals, already a significant distribution route for Disney's mobile content.
Disney franchises such as Hannah Montana (a variety of quizzes, real tones and pictures to download) and Pirates of the Caribbean (a mobile game, real tones and logos) are well represented across the portal.
"The launch of Disney.co.uk mobile epitomises our strategy of bringing Disney to families anytime and anywhere," said Cindy Rose, senior VP and MD of WDIG Europe, Middle East and Africa. "Now guests can access the best of Disney in the palm of their hands while on the move."