• by Karl Greenberg , April 12, 2007

Kajeet--a brand of phones and service aimed at tweens, which launched this year and is now appearing on store shelves--has inked a cross-promotional arrangement with Nickelodeon, whose wireless content Kajeet will carry while Kajeet gets advertising and marketing via Nickelodeon.

As part of the joint initiative, Kajeet will offer downloadable ringtones, wallpapers from shows like "The Rugrats," "The Fairly OddParents," "The Adventures of Jimmy Neutron, Boy Genius" and "SpongeBob SquarePants." Advertising and promotional elements of the partnership include sponsorship of a number of Nickelodeon's television events, starting with the upcoming "SpongeBob SquarePants Friend or Foe?" episode, which airs on Nickelodeon tomorrow.

Daniel Neal, founder/CEO of Kajeet, says the number of U.S. tweens who own a cell phone--about a quarter of tweens--will double in the next three years.

"Mobile is an increasingly important platform to kids, and partnerships with kid-centric wireless service providers such as Kajeet are at the core of Nickelodeon's ... approach and strategy," says Jim Perry, Executive Vice President, 360 Brand Sales for Nickelodeon and MTVN Kids and Family Group, in a release.

To support "SpongeBob SquarePants Friend or Foe?" Kajeet will be exclusive mobile content partner in on-air billboards and interstitials, and online banners. Kajeet and Nickelodeon will launch exclusive mobile content related to the episode, and Kajeet is the exclusive sponsor of "Trash Bash," the Friend or Foe? Game of the Week on Nick.com. Dudes.kajeet.com will offer kids an exclusive power-up for the "Trash Bash" online game running through tomorrow.

Kajeet phones and service began rolling out this year in Best Buy stores, and Limited Too. Sprint PCS carries the service.