A cellular telephone breeding toy includes a memory storing genetic traits of corresponding breedable virtual fish. The memory also stores sets of image templates, there being at least one genetic trait associated with each image template. A keypad is used to select one or more of the virtual fish, and to render the virtual fish according to the genetic traits and the sets of image templates. Lineage of the virtual fish can also be displayed, and the virtual fish can be traded between cellular telephones using communications protocols. Genetic traits of two virtual fish can be combined randomly to generate off-springs.