Readers simply bookmark http://mobile.toynewsmag.com into their handsets. Stories are updated daily and are advertising-free.
"We now provide news wherever you are and whenever you like," said ToyNews publisher and Intent Media boss Stuart Dinsey.
"ToyNews is the clear leader online as well as in print. We have the most relevant trade website, Blackberry-friendly email news services and now a bespoke site for browsing via mobile.
"We continue to set the pace with our integrated approach to news and information in this market. No one can match our circulation, our authority or our passion.
"This is about investing in order to provide the best news and advertising solutions, whilst delivering the widest reach. We are the only trade publisher in this market that is genuinely committed to growing our readership."