Not to be outdone by branded iPods from the likes of U2 and the Red Hot Chili Peppers, British crooner Robbie Williams is getting his own branded mobile phone.

The W300 Walkman phone

The former Take That frontman is featured on the new "Robbie Williams Edition" phones, a special version of the W300 Walkman clamshell music phone recently announced by Sony Ericsson. The phone is part of a deal inked between Williams' management company, his record label EMI, Sony Ericsson, and wireless giant T-Mobile International.

The new phone will have an embossed Robbie Williams logo on the back and will come preloaded with Williams-related content, including a live recording, a Williams ringtone, an animation clip that is activated every time the phone is switched on or off, and a Williams sound bite that is triggered when the user receives a text message.

"Working with T-Mobile is a great way to get my music and videos out there, and the Walkman phone is our latest collaboration," Williams said in a statement.

The new phone, which will roll out before the Euro leg of Williams' upcoming tour in June, will be sold in T-Mobile's stores in Europe. Prices will vary according to the tariff offered by the retailer and carrier.