IMC launches OTT platform combining content with eCommerce

Published on: 22nd June 2021

The new platform will feature content supporting IMC Toys’ new autumn/winter 2021 line-up.

IMC Toys has unveiled its ground-breaking new Over-The-Top (OTT) platform, which combines content with eCommerce. Setting the Kitoons OTT platform apart from other streaming services, and making it the first of its kind from a toy brand, products will be suggested to consumers based on the video being watched and drive viewers directly to retailers.

Set to launch in late June, the platform will initially feature over 150 high-quality videos from top IMC Toys brands like Cry Babies Magic Tears, VIP Pets and Bloopies, making it the premier destination for new custom content. While watching, viewers have the opportunity to learn about products related to the video and add them to a COPPA compliant wish list, with parents having the ability to place orders through purchase links.

“The launch of our own OTT platform is a monumental moment for IMC Toys,” said Raquel Roca, corporate communication manager, IMC Toys. “Our goal is always to provide the best possible experience for our consumers; this platform takes a holistic approach, conveniently providing everything from content to product information to purchasing ability, all in one place.”

Kitoons OTT will be available through smart TVs, mobile, tablets and the web. As the platform rolls out, fans can look forward to even more features including interactive activities and content which will serve as the launching pad for new characters from the autumn/winter 2021 line-up.

As part of the launch celebration, Cry Babies and Cry Babies Magic Tears will be back on Kitoons and on shelves with a whole new look. The Cry Babies have been reimagined in two new lines, Cry Babies Dressy Collection and Cry Babies Kiss Me Collection, both of which include upgraded features for a more lifelike appearance, including:

  • Real rooted hair
  • Trendy, changeable, fabric outfits and shoes that allow kids to mix & match for added fun and imaginative play
  • Realistic sparkly eyes
  • A soft, lightweight feel, making it even easier for kids to take Cry Babies on the go

The Cry Babies still cry real tears so kids can enjoy the nurturing play that makes the dolls so popular. Kiss Me takes that play pattern to the next level with an extra-special, deluxe detail – the dolls stop crying when fed from their baby bottle or kissed on the cheek, which also makes them blush.

The new features and dress-up play pattern are something that fans can also see woven throughout the Cry Babies Magic Tears Storyland Dress Me Up Series and the Cry Babies Magic Tears Storyland Storyhouse Series. Each character in the series comes in a special vessel that also holds a variety of accessories, including a complete fabric outfit and matching shoes.

Sue Barratt, IMC UK country manager, added: “The appeal of animated content for children is huge, and the adventures of Cry Babies on Kitoons are a massive hit with children. Our range of dolls really brings the characters alive and into the real world, so children can play out the adventures themselves. We’re excited for the brand’s innovative new Kitoons OTT platform, and new-look autumn/winter character dolls that link to the content and enhance the nurture play value for children.”

The two series will be supported by custom content on the Kitoons OTT platform as well as the YouTube channel, which has billions of global views. Cry Babies Dressy Collection and Cry Babies Magic Tears Storyland Dress Me Up Series will launch at the end of July, with all lines rolling out throughout autumn/winter 2021 at major retailers.


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