September 27, 2007 at 11:04 pm · Authored by Ewan · Filed under Operators

They never quite went live with the Disney UK MVNO — which is perhaps just as well. They’ve reportedly ‘had problems getting the phone into large retailers’. Surprising, given the huge strength of the brand name.

Link: Newsvine - Disney Ends Cell Phone Service for Kids

The Walt Disney Co. will pull the plug on its branded cell phone service by the end of the year, the company said Thursday.

Disney said customers liked the product that allowed parents to determine the location of a child carrying a phone, but that it was having problems getting the phone into large retailers.

“We decided that changing strategies was a better alternative to pursue profitable growth in the mobile services area,” Steve Wadsworth, president of the Walt Disney Internet Group, said in a statement.

The company will end sales immediately and continue to service the handsets until the end of the year.

If you’re quick, you can read all about Disney Mobile at disneymobile.go.com