It's now Barbie's turn to enter the mobile arena. Mattel Toys India and Rajshri Media Pvt. Ltd, producer of content for broadband and the wireless telecom mediums, entered into a partnership to present Barbie's debut into mobile content with her sixth property Barbie and The Magic of Pegasus.

Taking cue from the growing trend of reaching out to consumers through customised mobile content, the two companies joined hands to capitalise the kids segment through this fairly nascent, though unique medium of 'Experiential Brand building with the Consumer.'

Barbie & the Magic of Pegasus mobile content will be available in various formats - SMS tones, ring tones (in polytones, mono-tones, true tones and video tones) and ring back tones (polytones, monotones and true tones). One can also download Barbie wallpapers, screensaver and watch her latest video - 'Hope has wings'.

These will be distributed through cellular operators like Hutch, Idea, MTNL, BSNL, Tata, Spice, Indiatimes and Mauj.

Speaking on this initiative Rajshri Media Private executive director Rajjat Barjatya said, "With 65 million mobile subscribers in India growing at an astonishing pace of three million as month, the mobile phone is fast becoming a very important touch point with consumers. The mobile phone is a communication, entertainment and lifestyle device, all rolled into one."

Mattel Toys India MD Sanjay Luthra said, "Barbie and the Magic of Pegasus was one of the biggest Barbie launches this year. The movie launch had many firsts like a Hindi music video to support the same, product to support the movie that included a range of dolls and toys, movie VCD/DVD, publishing, sleepwear and now mobile content that little girls can access."

Barbie and The Magic of Pegasus took innovation to a new height with it's adaptation of the English music video "Hope Has Wings" in Hindi, sung by Saregama's upcoming artiste Akriti.