The Crazy Frog was the basis of the foundation of one half of AT New Media. Steve Manley saw the potential of The Annoying Thing, secured the exclusive worldwide merchandising rights and set up AT Merchandise Limited.
Meanwhile, Paul Comben had realised that traditional TV and movie-based character merchandising companies lacked knowledge of the dynamic digital media sector. Subsequently, he set up a consultancy named Mobile Brands to bring together rights owners and interactive games publishers.
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