Bulldog Licensing has snapped up the rights for Gogo's Crazy Bones, a new collectable range aimed at boys and girls aged between four and 11.
Gogo's Crazy Bones are produced by Magic Box International and Promociones Premier International. The range is apparently based on a 2,000 year-old game which was originally played with pieces of bone. They are sold in 99 pence packets containing three figures and stickers.
There are 400 ordinary Crazy Bones, with 80 characters in five colours, as well as five rare figures.
Ben Harper, UK and Ireland director of licensor Magic Box, said: "Demand is absolutely huge and shops are reporting regular shortages - we've never seen anything like it before."
Bulldog has already secured deals with Halsall for wheeled toys, Portico for greetings cards and Pyramid for posters.
"This is just the start," said MD Rob Corney. "Gogo's are phenomenally popular and will be for some time. There is plenty more to come and we will be announcing deals with a number of other industry leading companies over the next few weeks in categories including apparel, interactive and publishing."