Disney has entered the world of celluar phones in Japan by introducing three phones, all manufactured by Sharp. All the handsets were designed keeping in mind all the Disney characters. The mobile phone service was launced in collaboration with Softbank Corp. where the Japanese firm has leased a part of its networks and outlets to Disney. With this lauch Disney has become Japan's first mobile virtual network operator (MVNO). Previously Disney along with Sprint had introduced simple, family oriented phones in the United States. But the MVNO closed down after 18 months after it turned out to be unprofitable.