I walked into Target last week, walked into the PSP and iPod section, and was greeted by a nice friendly display from "Firefly Mobile." I guess they have been reported on before, but i missed it, so I was surprised to find an MVNO targeted at parents of small kids.
Firefly sells exactly one device, a simple phone with a small screen and only a few buttons: Mom, Dad, Emergency, and phone book in addition to call and hangup. The phone book apparently has to be programmed by parents.
The device itself is $99, and the service is pre-paid on what looks like the Cingular network (it's GSM 850/1900). The firefly marketing is equal opportunity English and Spanish from the get-go, which is interesting.
An interesting idea. I wonder what the age is in which a kid can carry one of these without getting made fun of? Maybe, a 6-10 year old can carry one of these?