The brand has been boosted by a multi million dollar TV advertising programme and samplings by Jonic Distribution North America (JDNA). The results have seen the toys reach the number one toy spot in Walmart and Walgreens.

The sampling activity included a one million piece giveaway with Walgreens earlier in the year. The sampling is set to continue throughout the year with other major marketing initiatives also planned.

Bulldog Licensing, the agency for the brand is also working with US agency, JTMG to build a licensing programme for the brand, with partners including Hybrid, National Entertainment Network, Winning Moves, Mad Dog and Black & White Footwear already on board.

"Gogo’s Crazy Bones has rapidly established itself in the US and kids are desperate to get their hands on the characters and anything related with the brand," said Bulldog MD Rob Corney.

"This adds to an astonishing level of global success for Gogo’s - the property is still phenomenally successful worldwide and we are seeing unprecedented demand for the figures themselves and licensed merchandise."