BURBANK, California: "Sorry the line is busy," is not the message heard by the Walt Disney Company regarding its branded cellphone service for children, launched with a fanfare just thirteen unlucky months ago.

Large retailers, it seems, have been indifferent to the Mouse House's attempt to tout a phone for kids that will also allow their parents to establish the child's whereabouts

Disney doesn't mess with half measures and has decided to cease sales immediately, although it will continue to service the murine handsets until the end of the year.

"We decided that changing strategies was a better alternative to [the pursuit of] profitable growth in the mobile services area," said Steve Wadsworth, president of the Walt Disney Internet Group.

Data sourced from USA Today; additional content by WARC staff