Toronto, Canada, February 12, 2009 – The Gogo’s Crazy Bones craze is about to sweep North America — again! A huge hit in the late 1990s and now back by popular demand, Gogo’s Crazy Bones returns with a fresh new look via an exclusive distribution deal secured by iToys, Inc., a leading toy company dedicated to putting a 21st Century spin on traditional playthings. Series 1 of the astonishingly successful Gogo’s Crazy Bones collection, now captivating children around the world, arrives in the U.S. and Canada this summer to be followed by Series 2 in fall 2009. Gogo’s Crazy Bones makes its debut at the 2009 American International Toy Fair at the Javits Convention Center in New York, February 15-18, Booth #441.

The subject of clever YouTube videos that quickly went viral, the finger-sized, colorful and collectible plastic characters were inspired by a game from ancient Greece that had children playing with a sheep’s knucklebone. The modern Gogo’s Crazy Bones figures are numbered, each with a unique feature, skill and character profile to appeal to a wide range of boys and girls. Eighty different characters are available in each Series and are available in five different colors for an extensive offering of 400 Gogo’s. In addition, five limited-edition "Most Wanted" pieces further enhance the series’ collectability.

"Gogo’s Crazy Bones is one of the hottest toys in the UK, Spain, Germany, Australia and Scandinavia and our goal is to recreate that success among kids and families across the U.S. and Canada," said iToys Toycoon George Irwin. "The frenzy for these small toys is huge and we’re thrilled by the prospects for terrific success in North America."

Key product features of Gogo’s Crazy Bones include:
• Collectability
• Character Variety and Attributes
• 5 Rare "Most-Wanted" Pieces
• Simple Throw and Toss Games
• Affordability

Designed for kid’s ages 4 – 12, Gogo’s Crazy Bones will be offered for an SRP of $2.49 – $9.99 each beginning summer 2009.

iToys Series 1 offerings include: flow packs of three Gogo’s with corresponding character stickers; blister packs of five characters and accompanying stickers; 32-page album containing Gogo’s Crazy Bones information & games; collector’s tin of ten Gogo’s and ten stickers; belt clip with two flow packs for carrying Gogo’s; and two flow packs with carrying bag packed together.

From 1998-2000, when Crazy Bones were first the rage in the U.S., 31.5 million packages of Gogo’s were sold. Red hot again, more than 23 million Gogo’s were sold in the UK and Spain in its most recent re-launch, March – December 2008. Series 1 is currently being launched in Germany, Australia and Scandinavia, where acceptance is expected to be broad-based.

About iToys, Inc.
Formed in 2003, iToys, Inc. recaptures the spirit of the highly-respected Irwin Toy moniker with original toys as well as beloved classics with a 21st Century spin, including the critically-acclaimed Deal or No Deal electronic games. Led by brothers George and Peter Irwin, toy industry veterans from the venerable Irwin Toy family, iToys is dedicated to recapturing the glory days of Irwin Toy – the Canadian toy company founded by their grandfather – and expanding on the legacy to touch families everywhere. iToys’ all-new generation of cutting-edge toys are designed to dazzle and delight children of all ages.


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