Originally known as "the Annoying Thing," the helium-voiced, bluish-gray, anatomically correct CGI lump Crazy Frog made its debut as a marketing tool in 2001, when it appeared in Belgian ringtone commercials. By 2004, the character was licensed as a sound and video ringtone for cellular phones and was accompanied by a massive advertising push that included a deluge of TV commercials. Crazy Frog's popularity peaked in the spring and summer of 2005, when the full-length single of the "Axel F" ringtone topped the U.K. singles charts for several weeks. In 2006, the Crazy Frog phenomenon was still healthy in Europe, with toys and gadgets available and a potential TV series in the works; that summer, the Frog dropped another album, aptly named More Crazy Hits. ~ Heather Phares