IMC strengthens US operations with key appointments

Published on: 17th June 2019

A new Los Angeles office has also been set up to allow IMC to better prepare for several upcoming product launches. 

After successfully launching Cry Babies in the US market, IMC Toys has strengthened its team with the appointment of Crystal Ganir, director of marketing for IMC USA, and Chelsea Wood, senior sales manager. With the company’s rapid growth, IMC has set up an LA office to gear up for multiple product launches in the upcoming months.

Crystal joins the IMC team with over 10 years of brand marketing experience in the toy industry. Having previously worked at Moose Toys as senior brand manager, she was a vital player and proved instrumental in building the US business, helping with the opening of the company’s first LA office and leading the launch of brands including Shopkins and Little Live Pets. Crystal will be spearheading marketing for IMC in North America, including strategy development, and will be a key leader in bringing new products to market alongside the brand team at headquarters.

Chelsea Wood comes onboard with over six years experience in retail CPG companies. Most recently, Chelsea managed the multimillion dollar eCom business for Gildan Apparel. Previously a key account manager at Schleich for several years, Chelsea is excited to return to the toy industry and help broaden the retail distribution for IMC in North America.

Karen Branson, country manager US & Canada, IMC Toys USA, said: “2018 was a great year for us, and this year we plan to go even bigger. IMC has heavily invested in expanding its resources, from a winning team to an office and showroom in LA which will put us in the centre of action in the toy space. We are excited about the launch of our Cry Babies Magic Tears collectibles line and the expansion of our interactive baby dolls range. We are confident that consumers will love our new items this fall, as we have gained great momentum and support from key retail partners entering the holiday season.”

With several new brands and products set to launch in autumn, Q3 and Q4 will be an important time for the group. The launches will be supported heavily by a 360 marketing campaign inclusive of key influencer partnerships, an extensive PR and digital strategy, a revamped social campaign, original animated web series streaming on YouTube and Prime Video, plus significant TV advertising.


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