IMC Toys’ Cry Babies Little Changers features six characters, each representing a natural element of the Earth.
The launch of the new Little Changers sub-brand is one of the latest expansions to sit within the hugely successful Cry Babies brand, which is also experiencing a growing licensing roll-out for Cry Babies Magic Tears.
Consisting of six characters – each representing a natural element of the Earth – the Little Changers sit within their own flower-shaped capsules which include accessories to facilitate nature-themed imaginative play.
Led by the content via a series of one-minute “edutainment” webisodes, which will be available to stream on Kitoons from this month, the Little Changers range takes an eco-approach that aims to encourage children to care about the world around them by highlighting small ways in which they can help look after the planet – such as turning the tap off when cleaning their teeth.
IMC Toys aims to focus on producing toys from renewable sources and reduce the use of single-use plastics and non-recyclable materials over the next 10 years. As well as being seen in the webisodes and product themes, this sustainable approach is also reflected in the materials that the range is made from.
In addition to the recyclable packaging, the use of a plant-based material created by BioLogiQ, which is mixed with fossil-based plastic in the toy production process, is a revolutionary step forward for the company. Produced from industrial starch waste, BioLogiQ’s material – called NuPlastiQ – is durable, biodegradable and recyclable, making it an ideal alternative to plastic. It also cleverly accelerates the biodegradation of normal plastics without causing the production of microplastics.
“The launch of Cry Babies Little Changers marks a significant shift in the way IMC makes toys, now and in the future”, commented Kerry Tarrant, UK Marketing manager for IMC Toys. “It has taken a lot of time and effort to source the right renewable materials in order for us to be able to ensure the quality remained high in line with our wider portfolio, but we’re really pleased with Little Changers. The colours are bright and vibrant – and perfectly packaged for stand-out shelf appeal.”
