IMC Toys announces partnership with Retail Monster as a licensing programme for Cry Babies Magic Tears launches in the UK.

IMC Toys says the new partnership is testament to the performance of the Cry Babies Magic Tears brand in the UK, which has seen phenomenal growth and success over the last 18 months.

Licensing is a huge part of IMC’s business in Spain and other territories worldwide. In less than two years, the company has entered into agreements with more than 65 licensees in 40 regions, launching more than 500 licensed products across publishing, apparel, educational games, personal care and confectionery categories.

IMC Toys hopes its licensing agreement with Retail Monster will translate into a similar success story for Cry Babies Magic Tears in the UK market, where the licensing roll-out will launch with apparel and publishing.

Gemma Witts, managing director EU at Retail Monster, commented: “We’re excited about the opportunity to develop the Cry Babies Magic Tears licensing strategy at retail and with consumer fans, and to bring added breadth and growth to a top selling brand”.

Cristina Camprubi, Licensing director at IMC Toys, added: “We’re experiencing rapid growth of our licensing programme worldwide, it’s a significant addition to our retail strategy. We’re thrilled about our new partnership with Retail Monster and the potential the team’s expertise can bring to the UK market for Cry Babies Magic Tears”.

For more information on ranges by IMC Toys, readers should contact info.uk@imctoys.com.