The campaign, which launches today, focuses on traditional play values.

IMC Toys has announced the launch of Great Little Mummy, the new brand campaign from Cry Babies. Great Little Mummy focuses on traditional play values and inspires little ones to love, nurture and care for their dolls, just like a real parent cares for their baby.

The Great Little Mummy campaign launches today (27th September) and is supported with a dedicated TV spot, digital pre-roll campaign, along with broad influencer activity and PR programme.

The campaign is based on traditional role-play, where little ones are encouraged to show how they love and care for their Cry Baby dolls. The activity is supported with a competition to win one of 50 exclusive Cry Babies Unicorn dolls, which are not yet available in the UK. The consumer promotion is hosted on Cry Babies’ new dedicated website www.crybabies.toys and is designed for little ones to explore with parental guidance.

New this year are Dotty, Nala and Lady, bringing more styles to this special feature doll collection with their unique themed onesies.