IMC Toys launched the new collectible range at a live event in London last week.

YouTube star Tiana made a special appearance to host a live unboxing of the brand-new range. The exclusive launch event took place at the V&A Museum of Childhood and coincided with the product launch across major retailers and independents throughout the UK and Ireland. Other YouTube kidfluencers in attendance at the launch included Patience’s Magical Toy Emporium, Louise’s Unicorn Power Puff Girl, Little Red World, Little Lady C, Eva’s Toy Planet and The Meg and Mo Show.

Guests enjoyed face painting, arts and crafts, exclusive screenings of new webisodes and dressing up opportunities in character-themed onesies. Following the media reveal, hosted by Channel 5’s Milkshake presenter Jen Pringle, Tiana hosted a private VIP party for competition winners.

Magic Tears are miniature versions of IMC’s top selling Cry Babies dolls, already a leading brand in the UK feature doll category. The range is supported with a brand-new animated series on YouTube and on the dedicated new website www.magictears.toys. The series will also soon launch on the Ketchup TV platform. There are 12 episodes initially, with further content planned for 2019.

Julie Ball, head of UK marketing at IMC Toys said: “Cry Babies Magic Tears is our biggest launch yet, with huge investment in marketing as well as the new animated series and bespoke website. To exceed 1m episode views after just three weeks is really encouraging. Early product sell-through rates have been incredibly positive, and we are confident our “always on” media strategy will drive this further. My key highlight from the launch event was witnessing first-hand how engaged the children were with the product – this is always the ultimate test for any new product and indicates Magic Tears will be a winning line.”