Two months later than forecast [WAMN: 06-Apr-06] the Walt Disney Company's mobile network started its nationwide rollout this week. Branded Disney Mobile, it uniquely targets kids in the 8-14 age group.

In a humor-oriented campaign created by BuderEngel and Friends in San Francisco, the proposition touts security features such as a Family Locator, which enable parents to use a home phone or PC to track their children's whereabouts.

Such peace of mind doesn't come cheap. The service costs a minimum of $60 (€47.0; £32.07) monthly while cellphone prices range from $60-$110.

Adspend on the Disney Mobile account is valued at around $50m annually.

Data sourced from AdWeek (USA); additional content by WARC staff