Johnson & Johnson's BabyCenter, an online resource for parenting information, has launched a new iPhone application called "PhonyPhone" to help moms on the go.

Fifty-five percent of moms today let their children play with their mobile phone regardless of handset model or price, according to "BabyCenter's 21st Century Mom Report." With this in mind, BabyCenter came out with the PhonyPhone application, which provides for an educational experience for the child and a mother's uninhibited ability to let children play on.

"Moms today are using their mobile devices for more than just making phone calls," said Linda Murray, editor-in-chief of BabyCenter, San Francisco, CA.

"The PhonyPhone marries the digital device that moms can't live without with a child's never-ending curiosity and delight around handheld gadgets."

BabyCenter is an online resource for parents, fostering 78 percent annual reach of online new and expecting mothers and more than 16 million visitors on a monthly basis.

Provided in eight languages across 19 markets globally, BabyCenter is a member of the Johnson & Johnson family of companies.

The PhonyPhone application is meant to safeguard the consumer's mobile phone against accidentally placing calls, sending information or mixing up the home screen, and simultaneously act as an educational digital toy for the child.

The report from BabyCenter showed that 91 percent of mothers surveyed say they never leave the house without their mobile phone, meaning the majority of this demographic are dependent on mobile technology to manage their lives.

"The PhonyPhone app is targeted to busy Generation X and millennial moms," Ms. Murray said.

Sixty-one percent of participating moms say they let their children play with their mobile devices, often allowing them to make pretend phone calls, press buttons and interact with the audio.

The mothers surveyed also said that, for the purpose of entertaining their children, mobile phones come in handy at restaurants (70 percent), retail stores (53 percent) and the car (51 percent).

The study from BabyCenter also found that children growing up in current times are often increasingly comfortable with technology.

The PhonyPhone application is available for download in the Apple App Store for the iPhone and iPod touch for $0.99.

BabyCenter promoted the application via the online and mobile Web sites, and through social networks such as Facebook and Twitter.

The application features a safety lock which prevents children from making a real phone call.

PhonyPhone can also be used as an educational tool for children with visual and auditory learning opportunities.

When the child presses a number, the application speaks the number and displays it in large font. Kids can also press the musical note button to play an up-beat rendition of classic "London Bridge is Falling Down."

In addition to auditory and visual learning, the application also encourages hand-eye coordination by rewarding the tap of the Bubble button with a stream of bubbles graphic.

The PhonyPhone application is the latest in a series of mobile offerings and initiatives BabyCenter has undertaken.

BabyCenter's first mobile initiative consisted of getting helpful pregnancy tips to one's mobile phone, a program called Booty Caller (see story).

Also, BabyCenter created a mobile Web site, which is accessible from any from Web-enabled mobile device.

Subscribers receive weekly texts chock full of pregnancy advice. Once the baby arrives, the Parenting Tips service sends new parents helpful parenting tips twice a week till three months.

"As consumers spend more time on the phone, there is great potential to engage them further and create opportunities for advertisers," Ms. Murray said. "In the developing world there are billions of consumers who own mobile phones but are without Internet connection.

"We see mobile as a way to greatly extend our reach to a new audience," she said.