IMC Toys



IMC TOYS OVER-THE-TOP (click to open)

IMC Toys is making its way as a leader in the toy industry with its innovative Over-The-Top (OTT) Kitoons platform, which combines content and e-commerce.

The platform contains over 150 high definition videos from IMC Toys’ top brands, such as Cry Babies Magic Tears, VIP Pets and Bloopies, and will be a prime location for lots of new personalized content. During the viewing, viewers will be able to learn about the products related to the videos seen and add them to a wish list (compliant with COPPA regulations), with which parents can then place orders via the purchase link.

Kitoons OTT will be available on Smart TVs, smartphones, tablets and online. Additionally, fans can expect more new features in the coming months, such as interactive activities and content that will serve as a springboard for the new IMC characters for Fall 2022.

NEW LINES AND NEW SERIES (click to open)

IMC Toys will have an exciting 2022 full of news. Apart from enriching the existing lines, such as the CRY BABIES and CRY BABIES MAGIC TEARS or the BLOOPIES, with new developments and functionalities, in fact, it is preparing to launch new lines with new beautiful animated series to support. Imc is in fact now known for being not only a toy manufacturer, but also a content producer.

The two new lines will fit into categories in which the company is not yet present, namely fashion dolls and preschool toys and will be characterized by a unique design and innovative and original features. The first one is called BFF and is sort of a spin-off of Cry Babies: the most loved dolls have actually grown up to become super cool teenager dolls. The other line is named LOOPERS: the most nice, competitive and funny racers.

Finally, towards the end of the year, further new products will see the light. Stay tuned!

From Barcelona, strong brands aim to conquer Italy

IMC Toys has rapidly become one of the leading companies in the Italian toy market, where it debuted in 2015. Well established thanks to strong, ever more renowned and appreciated brands, to quality contents supporting them and to constant innovation, IMC has its headquarters in Barcelona, where the products are invented and designed in order to be sold in 50 countries worldwide.
Among the company’s lines, Cry Babies, dolls who shed real tears, stand out. Together with Cry Babies Magic Tears, their collectable miniversion, thanks to the TV series, to constant developments and to a 360-degree marketing support, they represent IMC’s top range. In the collectable category, VIP Pets, supercool little dogs with exceptionally long hair which allows creating countless looks, are remarkable too. As to bath toys, Bloopies are the only dolls which make the bath fun. Both VIP Pets and Bloopies have their own 3D animated series and are supported by well-constructed marketing plans. Another successful product is Truth Detector, a family game by the Play Fun brand.

All these products will be joined in 2022 by two new introductions, which are very meaningful for IMC both strategically and as concerns the investments involved,

announces Luca Di Puorto, Marketing Manager (Italy).

One of them launches a totally new and rather challenging category for the company, Fashion Dolls. The brand’s name is BFF by Cry Babies: in fact, Cry Babies have grown up and become trendy teenagers, with different interests and personalities; to be collected, all of them! The line will be supported by a massive marketing plan, based on an animated series available through Kitoons and TV, an extensive TV and digital campaign and trade and consumer activities and events. The other one, belonging to the preschool category, features the Loopers Hammies, small collectable hamsters that run – and make 360-degree turns! – on flexible and modular tracks.

Thanks to a constant growth, the Italian toy market has become one of the most important for IMC:

The company is now ranked at No. 13 among the top manufacturers in Italy and achieved a 1 per cent increase in a difficult year like 2021,

says Di Puorto quoting NPD data.

Mostly, such results must be ascribed to Cry Babies, the best-selling toy in Italy in 2021, while VIP Pets were the best-selling item in the Playset Dolls & Collectibles category. The Truth Detector sold over 46,000 units in 2021, placing itself among the best-selling board games in Italy. Our aim is to keep growing and to be seen as a point of reference in the Italian toy market, by strengthening our brands, investing on them and adding attractive new products, right on target, besides introducing new lines.

IMC Toys

Since 1981, IMC Toys has developed an internationally renowned reputation for designing innovative, integrated digital products and progressive business leadership. Meeting the needs of consumers with high quality products at competitive prices, IMC owns a series of highly successful brands such as the famous Cry Babies Magic Tears, Cry Babies, Bloopies, Vip Pets and PlayFun, ensuring a leadership position in the DOLLS category. In 2021, IMC launched the new collectable line Bubiloons and in 2022 is going to launch more new lines.

IMC Toy brands are supported by the Kitoons YouTube channel. Offered in over 20 different languages, Kitoons has gained popularity with a total of over 5 billion views, over 7.4 million subscribers and over 620 million viewing hours and 70 million unique users. Episode after episode, the exciting adventures of children’s favourite characters are told – the Cry Babies Magic Tears, the Bloopies and the VIP Pets – grappling with small daily problems that they solve thanks to friendship, commitment and teamwork; thus teaching the youngest important lessons and values.

Company contacts:

Name: Luca Di Puorto – Marketing Manager

Name: Chiara Mariano – Marketing Specialist


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