IMC Toys signs ITVX as content distribution partner

Published on: 6th October 2023

IMC will launch all six seasons of Cry Babies Magic Tears on ITVX alongside series 1 and 2 of BFF by Cry Babies and the first series of new property, Metazells.

Following the expansion of its licensing roll out programme, and the release of brand-new content from its hugely successful Cry Babies Magic Tears and BFF by Cry Babies animated series, IMC Toys has signed ITVX as its latest content distribution partner.

Launched in 2022, ITVX is the UK’s freshest streaming service, offering exclusive new programmes, blockbuster films, live events and thousands of series all in one place for consumers to stream  for free.

IMC will launch all six seasons of its massively popular Cry Babies Magic Tears animated series on the streamer, alongside series 1 and 2 of the fashion and friendship themed BFF by Cry Babies episodes. In addition, the first series of IMC’s new property, Metazells, will be debuted on the platform from October.

“It is hugely exciting to be adding ITVX to our plethora of content partners,” said Kerry Tarrant, UK and Germany Marketing manager at IMC Toys.  “ITVX has seen fantastic growth since its launch, recently hitting the two billion streams mark, so we’re delighted that our animated content will be available on this fresh new platform. Not only does it provide another avenue for existing fans to enjoy our content, but it also opens up opportunities for new fans to discover it too.”

Darren Nartey, Senior Acquisitions manager for ITV and ITVX, commented: “We are very pleased to add the wonderful content from IMC Toys to our growing selection of content available via ITVX Kids, and look forward to new users discovering the series in October half-term and beyond.”

Greta D’Este-Donelan, director of Entertainment at Generation Media, added: “We are delighted to be able to distribute more IMC premium content to young audiences in partnership with ITV. ITVX is achieving a stellar growth in record time and we are excited to be part of this sensational journey.”


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