Num Num was a project devised by Martin Haidinger and Chris Cunningham to get around the exclusive contract restrictions placed upon Gimmik by Worm Interface records. Toytronic records spread the rumor that the project was both Martin and Chris but in fact all Num Num tracks were created by Martin alone. Besides helping the disinformation campaign, Chris’ involvement in the project was limited to helping Martin come up with the project name, which was inspired by the ‘birdy num num’ scene in the film The Party with Peter Sellers.