IMC launches Cry Babies Magic Tears with Tiana

by TnP Staff
Published: 22 August 2018, 10:33
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Company's biggest launch yet sees brand-new collectable range off to a flying start

IMC Toys launched its brand-new collectable range, Cry Babies Magic Tears, at a live launch event in London last week, with YouTube sensation Tiana Toys AndMe.

TnP was on the scene to witness kidfluencer and YouTube star Tiana Toys AndMe, who has over 9m subscribers on her channel, make a special appearance to host a live unboxing of the range. The exclusive launch event for media, bloggers and influencers took place in central London at the V&A Museum of Childhood and coincided with the product launch across major retailers and independents across the UK and Ireland.

Other YouTube kidfluencers in attendance at the launch included Patience’s Magical Toy Emporium, Louise’s Unicorn Power Puff Girl, Little Red World, Little Lady C, Eva’s Toy Planet and The Meg and Mo Show.

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 and unique surprise collectibles, targeting girls aged three to six years, feature cute miniature dolls and accessories, which are fully functioning to cry real tears. They also have a magical story to tell.

The launch event invited guests to immerse themselves in the magical world of Cry Babies Magic Tears with face painting, arts and crafts, exclusive screenings of the new webisodes, and dressing up opportunities in character-themed onesies. Following the media reveal, which was hosted by Channel 5’s Milkshake presenter Jen Pringle, Tiana hosted a private VIP party for lucky competition winners.

Julie Ball, Head of UK Marketing at IMC Toys, said:Cry Babies Magic Tears is our biggest launch yet, with huge investment in marketing as well as the new animated series and bespoke website. To exceed 1 million episode views after just three weeks is really encouraging. Early product sell-through rates have been incredibly positive and we are confident our 'always on' media strategy will drive this further. My key highlight from the launch event was witnessing first hand how engaged the children were with the product – this is always the ultimate test for any new product and indicates Magic Tears will be a winning line!” 

This exciting range is supported with a brand new animated series available to view on YouTube and on the dedicated new website The trailer has already stacked up an incredible 1.2 million views, and on top of that the first 3 episodes have hit over 1 million views after just 3 weeks. The Series will soon launch on the Ketchup TV platform providing on demand programming for kids. The animated series introduces the Cry Babies Magic Tears characters and the fantasy world they live in. Narrative focuses on friendship, empathy and teamwork, with each episode focusing on a different character and adventure. There will be 12 episodes launched throughout AW with further exciting content planned for 2019.

IMC is supporting the range with its biggest investment to date. The fully integrated campaign includes intensive TV & Digital media, full PR programme, and spectacular influencer programme throughout AW.

There are 24 Cry Babies Magic Tears to collect, and each comes in one of four coloured blind Bottle Houses. Unwrap to reveal the Magic Tears doll hidden inside, along with six fun accessories. Pop through the perforated compartment doors to find a bottle, bow, dummy and chair, plus two personalised accessories unique to each specific doll. There are also two surprise golden accessories to collect, hidden inside selected packs.

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