IMC Toys launches first fashion doll range

Published on: 31st May 2022

The BFF by Cry Babies dolls will hit shelves in July and extend IMC Toys’ Cry Babies brand to older children.

IMC Toys is entering the fashion doll market with the launch of BFF by Cry Babies: a ‘grown-up’ version of the company’s popular, best-selling Cry Babies nurturing doll range.

Making its on-shelf debut from July, the range will offer consumers and retailers a natural transition and extended brand journey.

Supporting the company’s long-term strategy to grow and develop its Cry Babies ‘ages and stages’ approach, the introduction of the BFFs is the culmination of a brand evolution from baby dolls to the smaller Cry Babies Magic Tears collectible dolls and ending with the BFF 20cm collectible fashion dolls to appeal to an older audience. From cute cry babies to empowered best friend teens, the ‘Best Friends Forever’ (BFF) take on everyday challenges, tapping into their unique personalities, interests and friendships, to solve and reinforce any situation.

“We’re so excited to bring the BFF dolls to market,” said IMC Toys UK marketing manager, Kerry Tarrant. “As with all our brands, content development came first, followed by a toy line to enhance the on-screen experience into physical play. Alongside our content evolution, we’ve translated this on-screen experience into a highly visual and stand-out fashion doll range. The new animated series focuses on key tween and teen drivers such as friendships, comedy, self-esteem, and emotions. Character-driven moments can then be explored and recreated by children with their own versions of their favourite characters.”

Children can follow the BFF’s adventures during 13 x seven-minute animated episodes that will air from the Summer across IMC Toys’ official Kitoons YouTube channel, streaming networks, and Over-The-Top platform.

The new range of eight BFF by Cry Babies fashion dolls allows children to continue the BFF adventure. Each doll comes complete with on-trend interchangeable outfits and accessories unique to the character’s individual personalities and interests. They also boast 15cm silky, colourful hair for styling, six points of articulation, crystal eyes and an unboxing reveal. A special edition twin-pack concludes the collection, with BFF Coney and Sydney, along with over 20 accessories and an exclusive necklace for children to wear and match their dolls.

A robust marketing campaign is in place to include TV, digital, social, PR and experiential activations.

For more information on BFF by Cry Babies, and other ranges by IMC Toys, contact



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