Firefly Mobile, released their new pre-paid cell phone at Target for $99. The new phones are marketed to kids and features kid friendly features and options. Cingular features the pre-paid phone that includes the kiddie phone and 30 minutes of cell phone service through Cincinnati Bell.

Firefly CEO Robin Abrams stated, What parents told us is they want to know who their kids are talking to - and probably even more important, who's talking to their kids. The new phones have great kid and parent friendly features. The phone offers a mom and a dad quick button for easy dialing of their parents. There is also a quick 911 button for easy access to emergency operators.

Parents can program 20 other phone numbers in the phone and restrict incoming calls to that list only. Parental access is password protected so kids cannot alter the information and there is not a keypad on the device. The phone also comes in fun color options and features customizable face plates, changeable ringtones, and a Fireworks button that when pressed lights the phone up for 30 seconds. There are not any gaming or Internet features on these kiddie phones.

Many other cell phone companies are working on similar releases. Blackberry is working on a kid friendly Blueberry, Grapeberry, and Strawberrys. Disney and Sprint is also in the works of creating a kid friendly mobile device.