Firefly(TM) Phone Makes Its Limited Too Debut This Holiday Season; Cool, Fun Mobile Phone Designed Expressly For Tweens is First Electronic Device of its Kind to be Sold by Leading Specialty Retailer

Firefly Mobile and Limited Too (NYSE:TOO) todayannounced the availability of the Firefly phone, The Mobile Phone forMobile Kids(TM), at over 300 Limited Too stores across the nation. TheFirefly phone is the first electronic device of its kind offered byLimited Too, known for its particular focus on tweens and the productsthat specifically cater to their lifestyle. Firefly phones will beincorporated into the Limited Too mannequin displays in store windowsduring the key holiday shopping season, exposing millions of people tothe new mobile phone, merging fashion and technology. This alsorepresents a first for the tween brand; never before has the LimitedToo allowed other brands to be a part of its in-store displays. Thenew Firefly phone and its accessories are available today atlimitedtoo.com and at participating Limited Too retail locations.

"Tweens are always looking for a cool product that allows them toexpress their individuality but at the same time feel like a member oftheir peer group," said Fred Bullock, Chief Marketing Officer, FireflyMobile. "Limited Too is known for its innovations and intellectualproperty within the tween marketplace. By blending two key interestsof a young girl's life - fashion and communication - into oneexperience, Limited Too demonstrates its brand leadership and deliversa ground-breaking channel through which tweens can buy a new andexciting electronic device."

"Limited Too strives to offer tween girls new, innovative productsthat are important to their world. The Firefly is a cool, fun devicethat will be on every Limited Too girl's 'have-to-have' holiday list,"said Scott Bracale, Chief Operating Officer for Limited Too.

A pioneering voice-only mobile phone designed specifically fortweens, the Firefly phone is about the size of a small pocketcalculator, weighs only two ounces, and is designed to fit a kid'shand. The Firefly phone is the first mobile phone to provide parentswith peace of mind, knowing that they can always communicate withtheir child if plans and schedules change. Firefly phones offer tweensthe ability to stay connected to the most important people in theirlives.

The Firefly phone satisfies parents' concerns about appropriatemobile phone use by tweens and delivers a variety of parentalcontrols. Based on extensive research and input from parents acrossthe country, the Firefly phone is voice only. With just five keysinstead of a regular dial pad, parents use a private PIN to program upto 22 outgoing numbers into the phone, including speed-dial keys forMom and Dad. Kids place calls by pressing the Mom, Dad or Phone Bookicon keys, and then Send. An optional call screening feature allowsthe phone to accept incoming calls from only those numbers programmedinto the phone book.

Accessories

Firefly Mobile offers an array of accessories for the Fireflyphone that enable kids to personalize their phone to fit their taste.Accessories are available at participating Limited Too retail outletsand limitedtoo.com and include a pink faceplate for $13.90, a wristletpurse for $13.90 and a lanyard for $7.90.

Pricing and Availability

The Firefly phone is available from Limited Too for under $100,which includes 30 Firefly Minutes(TM). Additional minutes can bepurchased from fireflymobile.com, or by dialing +1.800.Firefly(+1.800.347.3359). Additional pay-as-you-go minutes are offered inincrements of $25, $50, $75, and $100.

About Firefly Mobile

Firefly Mobile is a privately held company with worldwideheadquarters in Chicago, Illinois, and a regional office in NorthernCalifornia. Firefly Mobile designs, develops and sells the Fireflyphone, accessories and airtime services. The Firefly phone wasdesigned from the ground up to address the needs of pre-teenage kidsand their parents. Kids love the Firefly phone because it's designedjust for them and allows them to stay in touch with their family andfriends by pressing a few keys. Unlike adult mobile phones, theFirefly phone provides parents with the control features they need inorder to conveniently manage calling costs and access to callingfeatures. Firefly phones are currently sold in the U.S., Canada,Mexico and South America. For more information regarding FireflyMobile products visit the Firefly Mobile web site atfireflymobile.com.

About Limited Too

Limited Too is a leading specialty retailer, offering sportswear,related accessories, footwear, lifestyle and personal care productsfor active, fashion-aware 'tween (ages 7 to 14) girls. Limited Toocurrently operates 574 stores in 46 states and Puerto Rico, and has aselect number of international franchised stores. Limited Toopublishes a catalog coinciding with key 'tween shopping timesthroughout the year and conducts e-commerce on its Web site,www.limitedtoo.com. Limited Too is owned and operated by Too, Inc.(NYSE:TOO)

Firefly, the Firefly logo, The Mobile Phone for Mobile Kids,Firefly Minutes and Firefly Fireworks are the exclusive trademarks ofFirefly Mobile, Inc. All other products, services, companies andpublications are trademarks or registered trademarks of theirrespective owners.