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MTV Neopets Goes Mobile with Cingular

MTV Networks' new pet project is putting an array of children’s programming on mobile devices.

Neopets.com, a division of MTV Networks Kids and Family Group, made its content and applications available to Cingular Wireless customers starting this week. Cingular mobile users can download Neopets Mobile through a partnership with mobile games outlet IN-FUSIO.

Neopets.com offers kids a chance to “own” a virtual pet that lives in the mythical land of Neopia, and so far it counts more than 30 million members world wide. In what MTV claims is a first for Web-to-wireless content, the IN-FUSIO software allows Neopet owners in the United States to do almost everything on a mobile device that they do online – including checking in on their Neopet characters, managing their online accounts, buying and selling virtual items, exploring Neopia and playing mini-games.

Players who sign up for Neopets Mobile via Cingular will pay $2.99 monthly, plus a kilobyte usage charges for accessing the Neopets data content.

“This new initiative further demonstrates our commitment to being the world’s leader in providing compelling content on all platforms for our audience,” said Steve Youngwood, MTV Networks Kids and Family Group executive vice president of digital media.