Fox is expanding its offering of "Family Guy" themed mobile content and launching mobile content based on "American Dad" and "King of the Hill."

Fox Mobile Entertainment tapped mobile media company Airborne Mobile, renewing its agreement to develop and distribute mobile content based on the Fox series "Family Guy" and signed a new agreement to develop and distribute content based on Fox's "American Dad" and "King of the Hill." Per the deals, Airborne can now offer even more mobile content based on Fox franchises.

"We've been with Fox for about seven years now, and they've been one of our most loyal partners, as we worked with them on some films and ?Family Guy' in the past," said Andy Nulman, president/CMO of Airborne Mobile Inc., Montreal, Quebec, Canada. "The strategy is to continue our partnership and expand on it by offering more branded mobile content.

"In the animated world that these products live in, you can create your own creative, and there's all sorts of different imagery," he said. "We can take animated properties so much further and create worlds for them, and we can create a whole new line of products for special occasions and holidays without paying royalties or go into the photo studio."

Airborne Mobile offers messaging, graphics, video, ringtones, ringback tones, full-track downloads and supporting mobile Websites.

In addition to Fox, its partners include all of the major U.S. carriers and consumer brands such as FHM, the NHL, Speed TV, the Food Network, Taco Bell and Marc Ecko Enterprises.

News Corp.'s Fox Mobile Entertainment is the exclusive mobile licensor of all Fox Mobile Group content and the central clearinghouse for the exploitation of all Fox Entertainment Group intellectual property across the mobile platform.

Mobile content that FME licenses includes television programs such as "24,""Prison Break," "The Simpsons" and "Family Guy," as well as major motion pictures such as "Alien vs. Predator," "Mr. and Mrs. Smith," "Live Free or Die Hard" and "Ice Age."

In 2004, Airborne Mobile first announced a full suite of official Family Guy mobile content, and ringtones from Family Guy characters such as Stewie and Quagmire proved to be popular, according to Airbone.

Now, the sixth season of Family Guy will be transformed into mobile wallpapers.

Airborne also created a Family Guy mobile site at http://www.familyguymobile.com that lets consumers preview and buy product straight from the site.

Airborne hopes to repeat the Family Guy success story with two other Fox TV shows: "American Dad," from Seth MacFarlane, the creator of "Family Guy, and "King of the Hill," from "Beavis and Butthead" creator Mike Judge.

Fox has provided Airborne with products the company can use for promotions such as signed original drawings. Airborne is about to run a promotion where the winner gets a chance to fly down to Fox's studio lot to see how the shows are put together.

The initial mobile content product offering will roll out in April on all major North American carrier decks.

"Carriers all know the Fox product, they want it and their customers want it -- there's never been a time when this Family Guy stuff hasn't sold big," Mr. Nulman said. "Family Guy is a demographic stretcher, in that people you wouldn't think were into Family Guy are into Family Guy.

"You'd think it would be mostly males ages 16 to 25, but there are lots of 30-plus women who love Family Guy," he said. "People like to put this edgy stuff on their phone and the show is popular, so it gets well placed as featured content at the top of carriers' decks."