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Highlights | Industry News

IMC TOYS. FROM TOYS TO LICENSING

27 May - 2021

With Cry Babies success and the new VIP Pets launch, IMC Toys exports its business model based on toys and licensing across Europe

Since 1981, IMC Toys has developed a renowned international reputation for the design of innovative products, unique digital platforms, and a progressive leadership company philosophy. Satisfying customers with high quality products with a competitive price, IMC TOYS offers a number of winning lines of properties as Cry Babies and Cry Babies Magic Tears, including also the new VIP Pets – launched last Autumn 2020, and already climbed at the 2nd place in the category of collectible dolls.

The flower buttonhole remains, however, the Cry Babies, the dolls most loved by Italian children and all over Europe, become the doll nº1 of its category in Italy in terms of sales. A toy line that boasts a unique design and playability, as well as a continuous renewal. This year, in fact, Cry Babies are renewed with a brand new look: real hair, crystalline eyes and, for the first time, real dresses.

In support of this IP, IMC offers also a powerful digital platform for the content development: Kitoons, a real world phenomenon with over 3.5 billion of views, +5.8 millions of subscribers and more than 80 millions of visitors. In Italy only, they are 250 thousand subscribers, 160 million of views and more than 2,5 million of visitors.

The TV series helps to build the awareness of characters that kids can find as toys on the shelves, allowing to build a unique empathy and encouraging the development of their imagination. The TV series CRY BABIES MAGIC TEARS, the first series produced for this toy line, is at its fourth season; followed by Bloopies, with three seasons, and VIP Pets that is going to launch the second series.

In short, the 360° degrees strategy, inevitably, will transform the brand in an equally important success in terms of licensing. At a global level, IMC TOYS has developed agreements with more than 60 licensees in 60 territories and more than 500 licensed products, which include Publishing, puzzles, clothing, educational games, chocolate eggs, perfumes, accessories and much more. The licensing roll-out strategy aims to be even bigger with more licensees on board in the next future.

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