Good pals Jason Bateman and Will Arnett hit the Big Apple Thursday night to celebrate the official launch of their new sponsor-driven content and production company, DumbDumb.

"It's a nickname we used to have for each other when we were working on 'Arrested Development,'" explains Will. "So when we were trying to come up with a name for our little venture, we kept saying DumbDumb [and coming back to it]."

"That, and a couple of dummies are running it," added Jason.

"Oh, and also we're really dumb, yeah," Will said, playing along.

Will's pregnant wife Amy Poehler also came along for the festivities Thursday night. The party took place at the IAC Building during Internet Week New York, and premiered DumbDumb's first digital short with Wrigley's Orbit Gum.

The digital shorts feature Jason and Will, the first being "The Prom Date," found on www.youtube.com/orbitdirtyshorts, which continues the popular gum's juxtaposition of humor to clean up dirty situations.

With DumbDumb, Will and Jason will create, produce and star in branded, short and long-form programming for all platforms that match not only a brand's personality and marketing objectives, but incorporate their well-known comedic tone. DumbDumb is partnered with Electus, Ben Silverman's multimedia entertainment studio, an operating business of IAC and CollegeHumor.com.

"It's a bunch of funny crap with products in it," summed up Jason.