IMC Toys launches new VIP Pets range

Published on: 1st July 2020

The initial range offers 12 fun pet-dolls to collect, while a play set is on its way for Q4.

IMC Toys has announced the launch of its new range of pet themed collectibles – VIP Pets. Joining the company’s portfolio of collectible pet-doll ranges, VIP Pets are aimed at children aged five and over, and tap into the evergreen appeal of cute pet characters, teamed with current surprise reveals and creative hair styling trends.

The pet-dolls share a passion for hair, with each character featuring 30cm long hair in its own unique colour. The hair is hidden with semi-blind packaging; the colour is then revealed by adding water. There are 12 different styles to collect, and each one comes with nine different surprises including a chair and suction pad to help with styling the hair.  A salon play set will launch in Q4, completing the current collection. Complete with exclusive VIP Pets, the set uses real water for washing hair and incorporates styling stations and a unique ‘glitteriser’ to add final professional hair-stylist touches.

A new series of animated webisodes accompanies the launch and features 21 five-minute episodes on IMC’s official YouTube channel, Kitoons. Here, children can follow the pet-dolls’ adventures alongside a programme of digital tutorials which have been added to inspire and offer tips for styling their own pets’ hair.

“VIP Pets brings an innovative line of pet-doll themed collectibles to both the IMC portfolio and the toy market’, says Sue Barratt, IMC UK country manager. “The new range bridges the elements of surprise and collectability with the concept of cool pet-dolls, while offering extended play experiences through the hair-styling and strong accompanying storyline. Our entertainment YouTube channel, Kitoons, will feature a new 3D animated series to introduce the characters and their world to viewers. The channel currently has more than 1.8m views worldwide and 3.9m subscribers, which we are aiming to grow even further with the addition of the new VIP Pets content.”

The launch of VIP Pets will be supported with a full marketing campaign including TV advertising, digital content, PR, social media, and influencer collaborations.

For more information on VIP Pets and other ranges by IMC Toys, please contact


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