Following the recent launch of a branded, family-friendly MVNO (Mobile Virtual Network Operator) in the US, Disney has announced they will be launching a similar service in the UK.

"Increasing numbers of parents are choosing to buy mobile phones for their children as a way of keeping in touch and they are looking for a responsible service offering provided by a trusted brand," said Mark Handler, executive vice president and managing director, Walt Disney Internet Group, International.

The Disney Mobile UK site is already live, although it only offers Disney content for sale, such as ringtones, wallpapers and other mobile graphics.

The new UK MVNO will run across O2's network and is expected to launch later this year.