Bulldog Licensing has secured a high profile promotion for Gogo's Crazy Bones with the Daily Mirror.
The deal will see the newspaper giving away Gogo's gifts free to every reader for five consecutive issues. These will include a sticker book and characters from the new Explorer series, as well as two new characters completely exclusive to the Mirror.
The promotion will be supported by a major TV advertising campaign.
"The Daily Mirror is a huge name to have on board and this is recognition of just how enormous Gogo's has become," commented Bulldog MD Rob Corney. "The launch of Explorer has sent things through the roof - not only are the collectables themselves leaping off the shelves, but licensed goods are proving just a popular with top selling items across each category that has launched to date and phenomenal sell-in right across the board.
"There's simply no stopping Gogo's at present."
The retail reaction to Gogo's has been, perhaps predictably, very strong. Tesco is supporting the brand heavily and Gogo's products are currently being featured in the windows of The Entertainer outlets nationwide.
This comes on the back of solid figures for the core collectable product, which generated retail sales value of £1.45 million at WH Smith stores alone in 2008. This is in line with the number one ranked magazine, OK, and is also almost double the revenue generated by magazines such as Heat and Take a Break.
Indeed, the Merryhill outlet of WH Smith has apparently shifted more than £25,000 worth alone.