Fun Text is rolling out virtual gifts on its peer-to-peer messaging services in the US and the UK.

The exclusive content, commissioned from production studio Mobstar Media, is now available on Sprint, T-Mobile and 3.

Later in the year the virtual gifts service will be opened up to sponsors - Fun Text has already delivered ad-funded peer-to-peer messaging campaigns for Coca-Cola, Target and Smirnoff.

James Pycock, business development director at Fun Text, said: "Mobile messaging needs to stay relevant to a generation growing up on social networks and IM. With millions of virtual gifts being sent on Facebook through applications such as ‘The Bakery’, we felt it was time to move mobile on from so called ‘mcards’."

Dan Price, head of global accounts at Mobstar, said: "We were delighted to team up with Fun Text to create a new messaging product that hits the zeitgeist of how modern consumers communicate."

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