IMC Toys opens Australian subsidiary

Published on: 12th August 2022

Matt Keighran is the new VP of Sales and Marketing and will oversee the Australian business, which continues IMC Toys’ global expansion.

Spanish toy company IMC Toys is continuing its global expansion with the opening of an Australian subsidiary headquartered in Melbourne and led by Matt Keighran as the newly appointed VP of Sales and Marketing.

IMC’s newest endeavor follows an international expansion strategy that was initiated in 2004 and has led to operations in US, Spain, Italy, France, UK, Germany, Portugal and Hong Kong (China). Entry into new markets has allowed IMC Toys to steadily increase its turnover by 215% since 2010, with export markets today representing approximately 80% of total sales.

In his new role, Matt is responsible for introducing IMC’s core properties into the Australian market as part of IMC’s larger strategy to scale its brand globally.

Matt brings a vast amount of experience to the role and, prior to his position at IMC Toys, was the commercial strategy and marketing director at MGA Entertainment in Australia, where he led sales and marketing initiatives that supported significant growth during his time with the company. Prior to MGA, he spent time at Target Australia as a buyer for Dolls and Plush and held a national account manager role at Headstart International.

Matt commented: “IMC Toys has been steadily building a global reputation and the impact they’ve had on the industry is undeniable.I look forward to building upon this momentum and introducing a whole new customer base to IMC’s amazing line-up.”

Matt’s arrival at IMC Toys coincides with a planned entry into the Australian market in 2023. New launches will be supported by holistic marketing campaigns that encompass media planning, social media, influencer outreach, digital and eCommerce support, as well as investment in retailer specific marketing.

“IMC is thrilled to have Matt joining the team,” said Karen Branson, SVP of IMC Toys North America. “Matt will be instrumental in this initiative, building a strong foundation for IMC brands in Australia, and establishing the company and our award-winning content for many years to come.”

In addition to an extensive portfolio of brands and toy offerings, IMC Toys provides custom animated content that brings children into a world that goes beyond the product. IMC Toys first launched the Cry Babies Magic Tears animated series on its own YouTube channel, Kitoons, which has since gone on to feature content that supports a variety of brands and has reached more than 8m subscribers and 5b views. As of 2021, fans of the series can also view them on IMC Toys’ own VOD platform.



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