British hit-maker Robbie Williams has joined forces with cell-phone carrier T-Mobile International and handset manufacturer Sony Ericsson to launch a branded mobile phone.

British hit-maker Robbie Williams has joined forces with cell-phone carrier T-Mobile International and handset manufacturer Sony Ericsson to launch a branded mobile phone.

The exclusive clamshell-shaped "Robbie Williams Edition" phones are made by Sony Ericsson as part of its W300 Walkman line. It will roll out in time for the European leg of the artist's tour, which starts June 9 at Dublin's Croke Park Stadium.

The devices will be available only at retail outlets in T-Mobile's European nine markets. Prices will vary according to the tariff offered by the retailer and carrier.

Branded with an embossed Robbie Williams logo on the back, the device features a live recording, a Williams ringtone, an animation clip which is activated every time the phone is switched on or off, and a Williams sound bite which is triggered when the user receives a text message.

In addition to the dedicated content, the W300 will feature an MP3 player that can store up to 70 tracks, software for transferring songs from CDs to phone, and a digital camera and a built-in FM radio.

T-Mobile is looking to develop more mobile content linked to Williams' current world tour, which kicked off yesterday (April 10) in Durban, South Africa.

The phone was developed through an arrangement with the artist and his management company IE Music, an agreement with his label EMI Music for content exploitation, and an association with Sony Ericsson (the device partner) that began in July 2005.

T-Mobile is the head sponsor and lead brand for all Robbie Williams' entertainment activities, including live concerts, until December 2006.

Williams's tour is in support of his October 2005 release "Intensive Care" (Chrysalis) which went on to be the biggest selling title in Europe last year and recently gained a fifth IFPI Platinum Europe certification.