November 5, 2004 3:01 PM PST

Rocky & Bullwinkle headed for mobile phones

By Alorie Gilbert
Staff Writer, CNET News

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The company that sells vintage Atari games for cell phones is planning to introduce another American pop-culture classic to the cell phone-savvy: Rocky & Bullwinkle.

Britain-based iFone has inked a deal with Bullwinkle Studios to develop ring tones, games and screen graphics for mobile phones, the companies said this week. The companies' plans call for wireless content that's based on the flying squirrel and his moose sidekick, villains Boris and Natasha, Canadian Mountie Dudley Do-Right, as well as Sherman and Peabody.

iFone is banking on the deal to help it attract a bigger following in North America, where it has already introduced "Monopoly" and "Clue" for mobile phones. The company also has developed mobile-phone versions of early Atari video games "Asteroids" and "Pong," and distributes them through deals with wireless-services companies such as Sprint, T-Mobile, Vodafone and Verizon Wireless.

Other animation houses plan to introduce cell phone entertainment based on popular characters. In April, Warner Bros. and Vodafone inked a deal to create screen savers and games based on the entertainment giant's movies and TV series, including "Looney Tunes," "Harry Potter," "Friends" and "The Matrix." Disney has launched a mobile-entertainment division that serves up games and graphics with Cinderella, Mickey Mouse, The Incredibles and other characters.

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