TOTAL LICENSING
Gogo’s Crazy Bones are a range of which uses Gogo’s in a strategic game and Moose Enterprises, one of the
collectibles produced by of table top football. The driving force leading collectable firms in the region,
Magic Box International and behind the games are Gogo’s collec- will be handling distribution, whilst in
Promociones Premier Inter- tors themselves – kids are even going Germany, Gogo’s has been launched
national. Sold in the UK in online in their thousands to sites such into the market by CPLG, one of the
99p ($1.40) packets contain- as Youtube to swap game ideas and world’s biggest licensing agents. KE
ing three figures and stick- there are now literally hundreds of Mathiassen launched the brand into
ers, the original range of 80 Gogo’s games. the Nordics in January 2009 and have
characters was doubled last Bulldog Licensing has been acting as seen an incredible rate of sale whilst
year with the launch of the the licensing agent for Gogo’s since IToys showed the product to US retail-
Evolution range, making 160 August 2008 and since then has built ers for the first time at New York Toy
characters to collect in five up a large and robust portfolio that Fair, creating a huge buzz about their
different colours - as well as stretches across numerous different forthcoming release amongst the buy-
five much sought after rare sectors. To date Bulldog has secured ers in the States.
figures. Each character has its deals with Portico for greetings cards, The huge popularity of the brand
own unique name and design. Pyramid for posters, Roy Lowe and shows no sign of abating and Gogo’s
After being introduced into the UK last Sons for socks, Infocado for calendars, was named Collectable Toy of the Year
year, a huge Gogo’s craze swept across Zap for bedding, and Hy-Pro for sports at the Toyy IndustrIndustryy Awardsds 2009. It It
the UK, with playgrounds full of kids goods, Halsall has recently launched a seems certain that the extraordinary
showing, swapping and playing with wheeled toys range, Poetic Gem is success of the brand is set to continue
Gogo’s. Retailers have been swamped launching Gogo’s branded apparel, and and Bulldog has plans has plans inin place place throughough
with demand for the collectible and licensed goods giant MV Sports and to the end of 2010 and beyond. This
support for the licensed range of mer- Leisure is lined up to produce a range will be supported by a promotional
chandise is huge across the whole of of Gogo’s plush toys. Gogo’s is also campaign from Magic Box Interna-
the high street and independent sec- represented in publishing, with both tional, which is throwing its full weight
tors. Gogo’s mania is still in full swing Random House and Penguin adding behind the brand - major promotional
and growing further - many schools to their existing Gogo’s titles this year. activity this year is set to include re-
have even resorted to banning Gogo’s Last year’s Official Gogo’s Handbook, tail tours, promotions with a major
but the appetite for the brand has con- published by Random House, sold over national newspaper and a heavyweight
tinued to grow with all major newspa- 45,000 copies in less than 2 months - TV advertising campaign.
pers and TV news channels reporting making it the fastest selling toy tie-in
on the phenomenon. book of 2008.
The appeal undoubtedly lies in the fact The success of Gogo’s products at re-
that they are both incredibly collect- tail has been substantial – with a very
able and a lot of fun to play with – giv- positive high street reaction to the
ing them the unusual distinction of ap- whole range and a massive presence
pealing to both boys and girls across in the independent sector. Licensees
the 4 to 11 target age range. Girls like are even being asked to fly product
the amazing characterisation whereas into the UK as consumer demand is
boys like their collectibility and playing so high. The brand is also spreading
Gogo’s games - these include simple worldwide with Bulldog signing rep-
games such as throwing the figures resentation deals that will see Gogo’s
up in the air and counting how many taken into new territories by two
land on their feet, to more advanced hugely respected agencies: In Australia
competitions such as Crazy Soccer, Wild Pumpkin will represent the brand
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