Firefly Debuts Kid-Friendly Cell Phones at Target, Malls

Jul. 16–Firefly Mobile Inc. this week rolled out its phones aimed at children in Target stores across the nation, a key distribution network for the Lincolnshire-based firm.

Firefly, which has designed a phone for 8- to 12-year-olds, also recently opened six retail kiosks in shopping malls, including one in Schaumburg’s Woodfield mall.

The start-up company is one of several firms trying to capitalize on one of the last untapped cell phone markets: preteens. The Walt Disney Co. jumped into the fray this month, announcing its own wireless phone service.

The Firefly phone does not have a numerical keypad. Instead, as many as 20 phone numbers can be programmed into the device by parents. The numbers can’t be changed without a password. Also, parents can program the phone so it accepts only certain incoming calls.

Firefly phones in Target stores cost $99.99 and come with a pay-as-you-go calling plan. The phone is stocked with 30 minutes of calling time. Additional minutes are offered in increments of $10, $25 and $50.

The Firefly phone also is available through 14 regional wireless carriers and on Firefly’s Web site.

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