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Hit kids’ property Gogo’s Crazy Bones is taking on the continent and producing huge sales figure in Germany and Spain – rapidly establishing itself as the No.1 selling toy collectable in both countries. Gogo’s Crazy Bones are a range of innovative collectable figures produced by Magic Box International and Promociones Premier International. Released last year in the UK, Gogo’s has since developed into a massive craze, which in turn has led to huge interest from the licensing community. In the UK alone agent Bulldog Licensing has already signed Bacup for footwear, Sambro for stationery, Portico for greetings cards, Pyramid for posters, Roy Lowe and Sons for socks, Infocado for calendars, Zap for bedding, Halsall for wheeled toys, Poetic Gem for apparel, and MV Sports and Leisure for plush toys, whilst publishing giants Penguin and Random House are adding to their existing Gogo’s titles this year. This astonishing success is now being replicated around the world and in Spain and Germany demand for Gogo’s is leading to shortages of the figures, with shops selling out as soon as they get new stock in. In Spain, the brand is supported right across retail and is set to feature in the forthcoming Super 3, an event which will see around 300,000 visitors flocking to Barcelona’s Olympic Stadium. With huge levels of media support from Licensor Magic Box, interest in the Gogo’s licensing programme is huge and deals are already in place which will see Penguin’s publishing introduced through Medialive in the New Year. Pyramid are set to distribute their top-selling poster line into the territory and Winning Moves have come on board recently to take card game sensation Top Trumps into Spain with a Gogo’s version of the product. Major licensees covering the homewares, board game, apparel and plush areas are all in advanced discussions with Bulldog’s local agent, Suma Licensing to bring product to market through 2010. In Germany, the brand is proving to be just as massive. Launched in Q1 2009 through collectables specialists Universal Cards and ASV, massive promotions with the country’s leading magazine title, Micky Maus saw the brand establish itself quickly as a favourite for kids. Represented locally for Bulldog by CPLG, deals are already in place which will see both Random House and Penguin taking their publishing lines into the market whilst Pyramid will also be distributing their poster lines alongside the Top Trumps product from Winning Moves. Advanced negotiations are underway for a huge range of merchandise including apparel, stationery, plush, inflatables and music releases. “Gogo’s is proving to be just as popular on the continent as it is in the UK,” says Bulldog MD Rob Corney “it is becoming a truly worldwide brand and that is being reflected in the increasing amounts of interest we are receiving from licensees across the globe.” |
