UK: Samsung Electronics announced the launch of the Samsung Tobi, a mobile phone designed primarily for the safety of children, and for the peace of mind of their parents.

 The development of a product with children’s safety at its core demonstrates Samsung’s commitment to the welfare of young people.  As part of its dedication to the area of child safety, Samsung Mobile will be conducting an educational programme for children and their parents, building awareness around the issue of children’s safety and equipping adults with the knowledge and tools to protect their young.  

Mark Mitchinson, Vice President of Samsung Mobile UK and Ireland, said: “We’ve developed this handset and initiative in conjunction with consumer feedback.  We feel confident that Samsung Tobi offers access to cutting-edge safety features, cool design and functionality.  Children will have fun using the phone day to day, and parents will have a practical tool to offer tangible peace of mind.”

The Samsung Tobi possesses a range of cutting-edge safety features designed specifically to improve children’s safety.   Safety features include SOS calls and message options, which are automatically in-built to the handset and easy to use.   Adding to the safety aspect of the phone, the Samsung Tobi is made using non-toxic paints and non-allergenic materials. The Samsung Tobi is also environmentally friendly as it is constructed using recyclable and biodegradable bio-plastics made from corn by-products.

It is integral to Samsung Mobile’s commitment to children and their welfare that these phones are aimed predominantly at adults rather than their children.  For this reason, messages supporting the handset will be targeted directly at adults, offering them a product which will bring peace of mind when it comes to their children’s safety.

The Samsung Tobi (S3030) is planned for release in the UK in December 2008 and Ireland in January 2009.  

To accompany the launch, Samsung is developing downloadable information for parents providing valuable information regarding children’s safety. The information will be downloadable from a specially hosted Tobi microsite and forms an essential part of Samsung’s commitment to providing peace of mind for children and their parents.  

Trendy and cool in its design and functionality, the Samsung Tobi slider phone is also packed with the multimedia features for which Samsung Mobile is known, including an MP3 player, 1.3 Megapixel camera, Bluetooth messaging, and edutainment games including free trial versions of Brain Challenge and Tetris. 

The Samsung Tobi is available in two vibrant colors – Sweet Pink for girls and Loyal Blue for boys and each phone comes with a choice of three animated character themes – Snowman, friendly Monsters and Ocean World