IMC Toys’ best-selling special feature nurture doll brand, Cry Babies, has joined forces with mobile role-play specialists, Little City.

Delivering mobile role-play adventures for children aged under six years, Little City provides inclusive pretend-play experiences using bespoke backdrops and toys to explore. With more than 30 individual branches nationwide, Cry Babies dolls and accessories have been introduced into each Little City for children to enjoy and learn while navigating various real-life environments, such as GP surgeries, hospitals, supermarkets and fire stations.

The brand partnership will help to bring activities to life during Little City sessions, which also include nursery and school visits, birthday parties and dedicated events. With over 4,500 play events in any one year, Cry Babies will play their part in engaging and delighting younger children during role-play adventures.

“We’re so excited to be working with Little City,” said Kerry Tarrant, IMC Toys UK & Germany Marketing manager. “It’s a fantastic partnership for two brands where role-play, real-life interaction and imitation alongside emotional and social development is core. The Little City environment is spot on for Cry Babies where children can directly engage and play in whichever way they choose.”

Vicki Fletcher, owner of the Little City franchise business added: “The team cannot wait to get the Cry Babies into their individual cities. My own children played with the dolls when they were younger, and now we get to provide that experience for all our toddlers and pre-schoolers, with the Cry Babies boosting limitless play possibilities.”