B2Krazy
| Company type | Private |
|---|---|
| Industry | Toys, Collectibles |
| Founded | 1996 |
| Founder | Peter Gantner, David Gantner, Scott Harris (Toy Craze founders for US distribution) |
| Defunct | 2019 |
| Headquarters | Spain (Magic Box International), United States (Toy Craze) |
Area served | Worldwide (notably United States, Canada, United Kingdom, South Africa, South America) |
Key people | Peter Gantner, David Gantner, Scott Harris, Bill Flaherty (President of Toy Craze) |
| Products | Plastic collectible figurines ("Crazy Bones"), Trading Card Game |
| Owner | PPI Worldwide (manufacturer), Magic Box International (distributor) |
Gogo's Crazy Bones (also known as Crazy Bones or simply Gogo's, and stylized as gogo's CRAZY BONES) are vibrant plastic figurines utilized in a variety of games reminiscent of marbles and jacks. Each figurine represents a distinct character, complete with its own name and personality traits. Manufactured by PPI Worldwide and distributed by the Spanish firm Magic Box Int., Crazy Bones were available on the market from 1996 until 2019.
History
The origins of Crazy Bones can be traced back to the ancient game 'Astragal' (Knucklebones), traditionally played in Greece and Rome using sheep knucklebones. The contemporary iteration employs plastic figures, boasting hundreds of unique characters, some of which are rare collectibles that command high prices in trading circles.
Peter Gantner introduced Crazy Bones to the American market after witnessing its popularity in Spain, where over 350 million packs were sold between 1996 and 1997. In December 1997, Gantner, together with his brother David and entrepreneur Scott Harris, established Toy Craze and secured U.S. distribution rights. Bill Flaherty was subsequently appointed President of Toy Craze. The initial agreement with the manufacturer involved no upfront payment but granted a 50% share of profits; this arrangement was later revised to a royalty-based model.
Starting as a modest enterprise, Toy Craze implemented an assertive marketing strategy by engaging directly with target audiences at scout meetings, clubs, fairs, and exhibitions, distributing complimentary sample packs. Canadian marketers Wayne Fromm and Eric Segal from All 4 Fun Consumer Products Ltd. spearheaded promotional campaigns including partnerships with the Toronto Blue Jays baseball team, Cap'n Crunch cereal, and Wrigley products. Nearly four million free sample packs were handed out during these efforts. Fromm additionally co-founded a musical group inspired by Crazy Bones named B2Krazy.
One notable collaboration was with McDonald's, which featured oversized Crazy Bones toys in their Happy Meals nationwide to minimize choking hazards.
Within two years, Toy Craze's revenue neared $17 million while keeping marketing expenses around 10% by prioritizing direct consumer interaction over traditional advertising channels.
United States
Peter Gantner, previously a distributor of POGS, brought Crazy Bones into the U.S. market following their successful launch in Barcelona. In 1997, he negotiated a $50,000 contract with Spanish company Magic Box International, Inc., securing rights for product distribution in the United States. The brand debuted in February 1998 through Toy Craze, Inc., based in Cleveland.
The inaugural "Gogo's" collection comprised small plastic figurines each bearing unique names and personalities. These were sold in foil packs priced around $2, containing four figures along with stickers and a game card. To boost rarity and demand, Toy Craze halted production of the initial set of 60 characters by May 1999.
In 1998 alone, Toy Craze achieved $3.5 million in sales from Crazy Bones products. Retail partners included Zany Brainy, Learningsmith, and FAO Schwarz; notably, Zany Brainy collaborated on exclusive characters named "Zany-Ack" and "Brainy-Ack."
March 1999 saw the release of the "Sports" series featuring 40 soccer-themed characters numbered from 1 to 40. This was followed by the "Things" series in May 1999, consisting of 60 figures shaped like everyday items such as TVs, couches, and books, numbered 61 through 120 to continue from the original lineup.
The "Aliens" series introduced 60 anthropomorphic grey alien figures with distinctive designs including Salad Head (Caesar) and Cyclops. Subsequently, "The New Generation," a third series comprising 120 new characters—some being variants or mutants of earlier figures—was launched. A second sports-themed series included characters from Original, Buddies, and Mutants lines engaged in various sports activities. Additional collections featured rare magnetic figures as well as music-inspired Rockers.
As of October 2010, Jonic Distribution North America oversees the distribution of Gogo's Crazy Bones throughout the United States and Canada.
Canada
In Canada, Crazy Bones were first distributed by Playtoy Industries, a company based in Concord, Ontario, experiencing comparable popularity. Following Playtoy Industries' bankruptcy in December 1999, Wayne Fromm and Eric Segal advanced the Crazy Bones brand through a collaborative venture (www.frommtoys.com).
Between 1998 and 2000, worldwide sales reached 31.5 million packages. A subsequent relaunch from March to December 2008 resulted in over 23 million figurines sold across the UK and Spain.
During the 1990s, the Classic series was sold in Canada. The Gogo's Crazy Bones series 1, under its new branding, was introduced to the Canadian market in 2009, with series 2 arriving in May 2011, followed by series 3 and series 4.
Gogo's Crazy Bones in Europe
In Europe, Crazy Bones are issued as sets tailored to individual countries.
Sets
The following collections have been released:
- Gogo's Crazy Bones (series 1) – comprising 80 bones in five colours, including five 'Most Wanted' and fifteen 'Wanted' rare variants
- Gogo's Crazy Bones Evolution (series 2) – featuring 80 bones across five colours, approximately half translucent with embedded glitter
- Gogo's Crazy Bones Explorer (series 3) – consisting of 80 bones in four standard colours plus a metallic 'laser' colour
- Gogo's Crazy Bones Advance – offering ten bones in each of five colours; available exclusively in tin boxes
- Gogo's Crazy Bones Power (series 4) – containing 80 bones in two standard and two metallic shades, along with ten rare metallic 'Most Wanted' variants; includes a collectible card game with packs holding two bones and two cards, occasionally substituted by 'Most Wanted' items with a laser finish
- Gogo's Crazy Bones Gold Series Limited Edition Tin Part 1 – ten gold metallic bones selected from series 1–3; exclusive to tin box sets
- Gogo's Crazy Bones England 2010 – twenty-seven bones plus five 'laser' variants depicting England’s football squad with detailed paintwork and player names
- Gogo's Crazy Bones Superstar (series 5) – eighty bones in two colours plus four Most Wanted editions; showcases popular characters from Series 1–4 featuring a new "fuzzy" texture and combined Fuzzy Metallic Most Wanted versions; retail packs priced at £1.99 include two bones, two stickers, and a storage/display cube available in seven attachable colours
- Gogo's Crazy Bones Gold Series Limited Edition Tin Part 2 – ten gold metallic bones drawn from series 1–4; exclusive to tin boxes
- Gogo's Crazy Bones Trading Card Series – a set of 160 cards (128 'Normal', 32 'Leaders') portraying characters from Series 1–4
- Gogo's Crazy Bones Edge (series 6) – sixty bones launched in the UK at the end of January 2012
Specials
To promote the Explorer series in the UK during March 2009, the Daily Mirror conducted a week-long campaign distributing exclusive figurines, stickers, and sticker books. Two figurines were unique to this promotion.
In April 2009, the Entertainer toy store located in Kingston upon Thames organized a 'swap day,' during which participants received a special lime green 'Laser Mosh' figurine featuring the same coating as the Explorer special Gogos.
Gogo's Mega Metropolis
In January 2010, the UK saw the reintroduction of Gogo's Crazy Bones Mega Metropolis following an initial test phase. This serialized publication presented a fresh 'Mega Gogo' figure weekly, beginning with Mosh (the first Gogo from series 1). Although the Mega editions mainly derive from series 1, their release sequence varies.
Each Mega Gogo features a flip-top head that unveils an evolved series 2 bone beneath, along with detachable heads for personalized customization. These figures come in multiple color variations, some distinct from the original series palettes. The Mega Bones are stored in interlocking hexagonal pods available in various hues, enabling collectors to assemble multi-colored pod combinations.
Gogo's Trading Card Game
On January 21, 2011, Magic Box International introduced the Gogo's Crazy Bones Trading Card Game as a companion to the collectible figurines. The game comprises 160 cards, including 32 special prismatic 'Leader' cards.
Card packs contain six cards each, with one guaranteed special card, retailing at 50p. The Starter Pack includes a Collector Album, a gameplay guide, a checklist, and three card packs, priced at £3.99.
The launch was bolstered by a comprehensive marketing campaign involving television commercials and product sampling through the Gogo's Crazy Bones Comic.
Gogo's Crazy Bones in South Africa
Gogo's Crazy Bones Series 1 debuted in South Africa in October 2009 across four product formats: booster packs containing three figurines and stickers; special bags with three figurines; sticker albums; and collector tins featuring 10 exclusive figurines unavailable elsewhere. By December 2009, it ranked as the most popular gift for boys aged 6 to 8 according to South Africa’s largest Sunday newspaper. Within four months of release, sales exceeded 200,000 units.
Series 2 launched on March 18, 2010. Blowfish Entertainment oversees distribution and licensing within South Africa.
Gogo's Crazy Bones in other countries
International releases showcased varied sets, making it challenging to complete full collections.
In North America, Series 1 included 15 exclusive "Wanted Gogo's" introduced in September 2009, limited to the US and Canada. Following JDNA’s acquisition of distribution rights, North America gained exclusive characters such as Miro K, Mr. Peako, Q-Mack, plus the entire set of 20 Diamond Series figures.
South America featured unique collections; Brazil exclusively launched the Turma Da Monica line and the Avengers: Endgame series in 2019.
The UK’s Mega Metropolis collection launched in 2010 with 80 figures—60 of which remain exclusive—alongside England 2010 football-themed figures and distinctive variants distributed through the Daily Mirror and special promotions.
Israel’s releases encompassed Series 1 and 2 along with Foot, Cool, and Olympics sets. Exclusive metallic editions were introduced alongside the Evolution series. The "Supergol" collection offered rare football player figurines. Israel uniquely hosted the Cool Gogo's music series and the scarce 2012 Olympics set.
Spain marketed Danonino Gogo's via newsstands and featured Mega Nuclos figures that doubled as storage containers.
The Netherlands accessed European Magic Box sets plus exclusive characters through C-1000 supermarkets across multiple series including Megatrip, Foot (highlighting Jarum), Groovy (Cool), and X-Gogo's.
In Germany during 2012, Panasonic collaborated with PPI to include two exclusive figures with battery purchases; these reused sculpts originally from the Daily Mirror promotion.
The Philippines received gold-plated versions of top Wanted Gogo's, laser Megatrip figures, and special tins containing metallic Urban Toys, Cool, and Megatrip characters.
India had a limited release featuring a tin with 10 upgraded Urban Toys figures.
South America saw two exclusive Disney Gogo's sets launched in 2016.
Gameplay
In addition to their value as collectibles, Crazy Bones figures serve as the basis for a variety of games:
- Base to Base! - Competitors flick their Gogos between three separated bases (such as pots or boxes), scoring points for successfully reaching the second and third bases.
- Bungee Elastic! - A Gogo connected to an elastic band is dropped, with the highest rebound earning points for first, second, and third places.
- Chuck 'n Catch! - Players throw three Gogos from their hand and accumulate points for each one they catch.
- Diving Contest - Gogos are flicked off a wall; points are granted for somersaults, landing upright, and optionally for minimal splash when landing in water.
- Fingers and Fours - Participants balance Gogos on their fingers, toss them at least 30 cm into the air, and score points based on catches.
- Football Madness! - A football field is sketched with chalk; players flick Gogos aiming to score goals within a ten-minute timeframe, earning points per goal scored.
- Going the Distance - Players flick their Gogos from a designated line; the longest single flick receives points.
- Knock 'Em Out - Competitors throw Gogos to land closest to a target Gogo, displacing others; winners gain points while those with the farthest throws incur penalties.
- Pushover! - Two players take turns flicking one Gogo into another; the three Gogos that cause the greatest displacement earn points.
- Teleport, teleport, ATTACK! - Each participant selects a Gogo and alternates turns either "Teleporting" it anywhere on the playing area or "Attacking" an opponent’s Gogo by flicking it; knocking over an opponent’s piece wins the game. Attacks are prohibited on the initial turn.
- The Drop - Players drop Gogos and mark the height of their first bounce on a wall; the highest bounce is awarded points.
Other merchandise
European packets of Crazy Bones, Evolution, Explorer, and Superstar series include collectible stickers that can be stored in separately available sticker albums.
In Series 4 Power Gogo's, stickers were replaced by trading cards, which came with a collector’s folder featuring transparent sleeves. Released in February 2011, these cards were sold alongside a free pack priced at £3.99.
Magic Box International also produced various collector tins, colored bags (blue and green), and containers designed specifically for storing Gogos.
August 2009 saw the introduction of three types of plush toys:
- 'Clipper' Keyrings (offering 8 different designs)
- 6-inch Reversible dolls (5 designs alternating between 'normal' and 'most wanted' appearances)
- 8-inch 'Bone Shakers' (3 designs featuring detachable heads revealing cups intended to throw standard-sized bones)
All plush items were modeled after Series 1 bone characters.
In March 2010, the 'England dugout 2010' was launched as a companion item to the England 2010 collection.
Planned TV Series
Aronnax Animation Studios in Peru collaborated with Televix Entertainment to develop a CGI action-comedy television series inspired by the collectible figurines. For several years, only the introductory segment was publicly accessible until the pilot episode appeared online in late 2021.
Series (chronologically)
- Gogo's (Feb. 1998)
- Sports (Mar. 1999)
- Things (May 1999)
- Aliens (Nov. 1999)
- Buddies (Nov. 1999)
- Mutants (Nov. 1999)
- Mega Bones (1999)
- New Generation-Ghosts & Monsters (2005)
- 2012 Olympics
- Advanced
- Bombers (Skips)
- C1000
- Cap'n Crunch
- Daily Mirror
- Danone Dino Gogo's
- Disney
- Dragonball Z
- Edge
- England 2010
- Evolution
- Explorer
- Foot
- Fusion
- Genios Universe
- Glowies
- Gogo's 1998
- Gogo's Crazy Bones 2007
- Groovy (Cool)
- Hielocos
- Hubba Bubba Gogo's
- Israel Collection
- Kellogg's
- Magnetic Series (Mags)
- Marvel Heroes
- Medabots
- Mega Bones
- Mega Foot (Brazil)
- Mega Foot (Israel)
- Mega Groovy
- Mega Metropolis
- Mega Mutants
- Megatrip
- Megatrip Mega
- Monica's Gang
- Monica's Gang Mega
- Monster Bones (McDonald's)
- New Generation (Ghosts)
- Panasonic
- Pokémon (Unreleased)
- Power
- Q Mack & J Box
- Rockers
- Shin Chan
- Skinny Bombers (Mega Crazy Bones)
- Sports Series 2
- Supergoal
- Superstar
- Sweet Box (Macro)
- The Diamond Tins
- Third Series
- Tiny Gogo's (Eggy Key Chain)
- Tiny Gogo's (Mega Metropolis)
- Toronto Blue Jays
- Toy Story 2
- Urban Toys
- X-Gogo's
- Zany Brainy
Similar products
During the mid-1990s, Coca-Cola introduced comparable toy lines such as "Hielocos" across Mexico, Colombia, Venezuela, Ecuador, and Costa Rica. In Brazil, the company released "Geloucos" and "Gelo-Cósmicos," both translating to 'Crazy Ice Cubes.'
After the revival of Gogo's Crazy Bones in Europe, a variety of similar items have appeared on the market, including:
- Abatons – Panini
- Avengers Chibis – Bulls-Eye Toys
- BlockHeadz
- Bumping Weirdos – Distributed with Church's Chicken
- Cartoon Network Hielocos (paired with Gamesa Cookies)
- Crazy Critters – Avon Company (utilizes Knuckle Heads designs)
- Curious Gogo's
- DC Universe Chibis – Bulls-Eye Toys
- Digimon – Exclusive to Peru
- Digimon Tolas
- Disney Cars Jumpers
- Disney Wikkeez
- Dracco Heads – Dracco
- Dragon Hunter – Dracco
- Dunkin Shockys – Poland
- E-Flyers – E Max (features magnetic mechanism)
- Fidgets' Knuckleheads – Moose
- Fings – Topps Europe
- Forever Evil Chibis – Bulls-Eye Toys
- Frikis – E-Max (branded BONES™)
- Grolls & Gorks – Dracco
- Hobbit Chibis – Bulls-Eye Toys
- Jojo's and TimFoot – Laor Toys
- Jumpers
- Karma Kidz
- Les Barjo's
- Little Tokyo's / Japs – Exit toys (Barcelona)
- Matuolas – Matutano (characters inspired by Crazy Bones)
- Mini Dinos – Danone
- Moose Millennium Bugs
- Nitsus aka Jumpers – Abril & Gici
- Nog'nz aka Marvel Madz
- Pupákok – Master Crok
- Simpsons Dracco Heads – Dracco
- SpongeBob E-Flyers – E Max
- Star Wars Dracco Heads – Dracco
- Toonz/Blinku micro monsters – Dracco (a Danish company with a Macau branch; known for animated '3D motion effect' faces)
- Skyzos – Panini (figures feature dual good and evil sides)
- Urbanzees