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Thumbplay sells ringtones, videos, games and graphic for your cellular phone and claims to have over 43,000 downloadable items.

Using a credit-based system, Thumbplay keeps transactions simple. For example, all ringtones are simply one credit. The company also offers the option of monthly memberships that allocate credits to users every month and offer special deals.

Entertainment content on cellular phones is big business. Last year, Vringo raised $12 million to expand its cellular music video operation (our coverage).

The $18 million E round was participated in by Brookside Capital Partners, an investment fund affiliated with Bain Capital based in Boston, MA and Cross Creek Capital, Wasatch Advisors’ private equity affiliate.

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Thumplay is based out of New York, NY.