Kiyo, a gifted junior high student with a big ego and a habit of outshining his peers, becomes the subject of ridicule at his school. To remedy this, his father sends him an unusual birthday gift in the form of Zatch Bell, a peculiar boy. Zatch introduces Kiyo to a crimson spell book containing magical incantations that activate Zatch's mystical abilities. As Kiyo delves into this newfound world of magic, he uncovers a series of revelations that will alter his fate indefinitely.