Little World Gifts, the mobile virtual goods startup, has signed WWF as its first major brand partner. That’s WWF-UK, the world-renowned conservation charity, not the wrestling federation with the same initials.

More interesting, however, is where Little World Gifts is headed next: Location-based gifting. In a future update, users of the company’s iPhone app (iTunes link) will be prompted to purchase and receive virtual gifts based on their current location, moving the service a little towards the rewards element of the likes of Foursquare and Gowalla.