The new collectible range will enjoy a live launch event in London with YouTube sensation Tiana Toys AndMe.

Tiana Toys AndMe will make a special appearance to host a live unboxing of the brand new range. The exclusive launch event for media, bloggers and influencers will take place on Friday 10th August in central London to coincide with the product launch into UK-wide major retailers and independents.

The event will be an immersive experience, giving guests a glimpse in to the world of Cry Babies Magic Tears. Following the media reveal, which will be hosted by Channel 5’s Milkshake presenter Jen Pringle, Tiana will host a private VIP party for lucky competition winners.

Magic Tears are miniature versions of IMC’s top selling Cry Babies dolls, which are already a leading brand in the UK feature doll category. The new blind collectibles feature cute miniature dolls and accessories, which all cry real tears and have a magical story to tell.

The new launch will be supported with exclusive new animated content, with a narrative that will focus on friendship, empathy and teamwork. Each episode will highlight a different character and adventure. The first three episodes have already launched, with additional content being released throughout autumn/winter, providing 12 episodes in total. The webisodes can be viewed on the new dedicated website, www.magictears.toys and the Magic Tears channel on YouTube. The digital trailer can be watched below.

IMC is supporting the launch with its biggest investment to date, including TV, digital media and extensive influencer activity, to support webisode content and product lines.

Julie Ball, head of UK marketing at IMC, commented: “Following the huge success of our Cry Babies dolls, we are thrilled to be expanding into the collectibles category with the launch of Cry Babies Magic Tears. The launch is supported with our largest ever investment to deliver a fully integrated campaign including new animated series, dedicated website, intensive TV & digital media, full PR programme, and spectacular influencer programme throughout the autumn/winter season. Retail support has been fantastic with full distribution secured across all key channels. We have a long term strategy for Cry Babies Magic Tears, with new product development already in the pipeline.”