Phones for kids

Rogers has come out with a new phone for pre-teens called Firefly. It's got mommy and daddy buttons and 20 other pre-programmable numbers. I was listening to an interview with a marketing guy from Rogers on the radio, and he was trying to explain why this is what the consumer wants, and really didn't come off that convincing. What really sealed it for me was the fact that they are not just advertising to parents, but they're also going to advertise on YTV and other kids' programming channels because apparently kids are very savvy about identifying products that have their safety in mind.....right.