Walk into any toy store, and you'll probably find a display of the colorful plastic figurines known as GoGo's Crazy Bones, licensed and distributed by Cleveland's Toy Craze Inc. There's also a collector's magazine, as well as an official handbook, for all 160 of the pocket-sized pieces, which are inspired by an ancient Greek tradition in which children collected the knuckle bones of sheep for games similar to today's marbles or jacks.
This article was originally published in the August 1999 print edition of Entrepreneur with the headline: Strike It Niche!.
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