2. What steps might Imaginarium and Telefonica take to develop good public relations and generate positive publicity surrounding their product?

In an eff ort to target the youngest of consumers, some fi rms have begun to advertise tiny mobile phones sized to fi t the hands of children. The MO1, developed by toy fi rm Imaginarium and the Spanish communications fi rm Telefonica, is designed specifi cally for the younger set—it’s a real cell phone, not a toy. In Europe, where the phone is marketed, some parents and consumer groups are objecting to the marketing of the product, noting that long-term health eff ects of cell phone use are unknown, and young children are quickly impressed by advertising. “The mobile telephone industry is acting like the tobacco industry by designing products that addict the very young,” argues one environmental advocacy group for children.