Gogo's Crazy Bones heads to the US - Licensing.biz

Gogo's Crazy Bones heads to the US

Deal with IToys sees playground craze hitting Stateside, plus further publishing agreements inked.
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Boys' craze Gogo's Crazy Bones is heading Stateside following an exclusive distribution deal with US firm IToys.

The products - which have already proved an incredible success in the UK and Spain, and have just launched into Germany, Nordic and Australia - debuted through IToys at the New York Toy Fair earlier this month, attracting interest from a wide variety of retailers.

"The popularity of Gogo's in the UK has been staggering - they are absolutely red hot at the moment and that shows no sign of abating," said Bulldog's Rob Corney, the property's licensing agent. "The US is a huge market and Gogo's are sure to make a massive splash over there."

Elsewhere, more book titles are due to roll out from Random House and Penguin.

Penguin is looking to build on the success of its existing line of Gogo's books, published by its Ladybird imprint, with a range of new titles, including Gogo-lympics, Strike to Win and Battle Cards.

Random House, meanwhile, is hoping to match the success of last year's Official Gogo's Handbook, which sold over 45,000 copies in less than two months. This made it the fastest selling toy tie-in book of 2008.

Corney added: "The fact that two such huge names as Random House and Penguin are extending their range of Gogo's books just shows what an incredibly strong brand it is."

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