Via Pocket Gamer: "We've written about US firm Cellufun often on Pocket Gamer. The company has focused on making online WAP games for mobile, with social aspects and advertising.
Anyway, Cellufun just announced something new: a virtual mobile mall. It's called the CelluMall, and lets gamers spend the points they've earned by playing the company's games on virtual items.
First up? A bakery, sponsored by online bakery Geoff & Drew's. No, we didn't realise there was such a thing as an online bakery either."