Disney is trying to break its way into the Japanese wireless phone market, a market which is already tight with competition. The country is dominated by three major mobile operators. Disney will partner with one of those, Softbank Corp., to bring Disney phones and animated content to the wireless table.

The Japanese government has been encouraging partnerships such as this one in the hopes that it will increase competition and therefore drive down prices for consumers. Japanese consumers pay some of the highest cell phone rates in the world. As for Disney, the goal to achieve one million consumers through the move indicates that they have high hopes despite failure of a similar marketing attempt here in the United States.