IMC's Cry Babies hits North America

by TnP Staff
Published: 21 May 2018, 10:30
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The Spanish firm makes more than baby steps as best selling toy spearheads North American market push

Spanish firm IMC Toys is making a major move into the North American market with the launch of its interactive baby doll brand Cry Babies, which will be available in the states in July.

The main Cry Babies assortment is available in three different styles, and each doll comes with a uniquely designed onesie and a colourful dummy that will stop it from crying real tears. The baby dolls from will provide kids with hours of fun and teach them about nurturing skills from a young age.

“The entire IMC team is super-excited to introduce the Cry Babies to families in North America,” said Karen Branson, VP of Sales at IMC Toys USA. “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 North America to lead IMC Toys’ venture into the United States. Specialist PR ChizComm has also been tapped to spearhead the launch and drive brand awareness.

Cry Babies is just the beginning for many more exciting new projects to follow for IMC Toys USA.