Even before building the app, ZeptoLab reached out to some of its 100 merchandising partners, including plush-toy maker Vivid Toy Group Ltd. and Round5.
Gen Carter's comments come as the MoD announces a third round of 5, 300 Army redundancies - as part of a drive to cut the number of regulars in the UK's Army from 102, 000 to 82, 000 by 2017.