87 is hot, but not necessarily hot enough to cause crashes. What happens when it crashes. Does the video driver crash? Do you get a BSOD, if so which message does it give you? Are you getting artifacts while playing games just before the crash. We'd need more information to diagnose the crashing.
As far as heat issues. Try downloading MSI Afterburner, and setup a custom fan profile. The default fan profiles tend not to be sufficient to properly cool a lot of the current cards. I'd recommend setting a profile where when the GPU hits 60 degrees, the fan ramps up to 60% speed, and increases 10% for every 10 degree increase after that. The problem is that might get a bit loud, especially with the reference cooler, but it would help get your temps lower, and increase the lifespan of your card.