World News

IMC Toys launches in North America with Cry Babies

Published on: May 16th, 2018

The toy will be available nationally at retail and online in July.

Cry Babies are cute, interactive dolls that cry real tears. The main assortment is available in three different styles; each doll comes with a uniquely designed onesie and a colourful pacifier that will stop it from crying. The baby dolls from IMC Toys will provide kids with hours of fun and teach them about nurturing skills from a young age. Cry Babies is to date the No.2 best-selling Special Feature Nurturing Doll in France, Spain and Italy and the No.6 bestselling toy in Germany and UK, according to research by The NPD Group YTD 2018.

Karen Branson, VP of sales at IMC Toys USA, commented: “The entire IMC team is super-excited to introduce the Cry Babies to families in North America. Cry Babies is a brand that resonated well within the European market and we are confident that its fun and interactive play features, like the realistic tears, will be welcomed in the US as well.”

As a former national account manager at Hasbro and director at Schleich USA, Karen will be using her 10 years of experience in the North American toy space to lead IMC Toys’ venture into the United States. Cry Babies is just the beginning for many more exciting new projects to follow for IMC Toys USA.

IMC Toys has also appointed marketing communications agency ChizComm to spearhead the launch of Cry Babies and drive brand awareness in the North American market.

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