IMC TOYS

The Cry Babies, the dolls that have conquered the hearts of millions of children in Italy and around the world, with unique dolls that cry real tears and many ‘animated’ adventures aired on TV and on Youtube, are now going to kindergarten! The little fans who have come to know and love our little friends, episode after episode and adventure after adventure, in the fantastic world of Magic Tears, made up of imaginary and magical places, will now find them in ‘real’ adventures at Happy Hearts Kindergarten! Here, our Cry Babies, together with their dear teacher, will learn many things, experience fun moments and overcome small daily challenges that will strengthen their friendship, while also meeting new babies of different ages!
From this new animated and realistic world come the new dolls for Christmas 2024. In the large version of the Cry Babies, the first to hit the shelves will be the BATHTIME ZOE & DANA, bathing dolls that react with sounds when immersed in water and with animal dressing gowns to dry them off. From September, on the other hand, we will have the CB DAYCARE, dolls with dummy, feeding bottle, animal sweatshirt, nappy to change and eyes that light up with little hearts when they cry real tears. And then, as a flagship product, the CB BELLA MORNING ROUTINE, the interactive Cry Babies that gets ready for school with 3 simple routines (feeding – teething – hair) at the end of which she claps her hands and sings a melody for happiness!

In the collectible version, on the other hand, come the Cry Babies PLAYTIME, the NEW WORLD of collectible dolls and playsets directly inspired by the brand’s seventh animated series, set in kindergarten. The line includes different packs: single and deluxe blister packs, mini playsets and a large playset (at Christmas), allowing you to build your own Cry Babies world, collecting your favourite characters and creating endless stories. The dolls come in both ‘standing’ and ‘crawling’ versions and their tears have a magical function: as they fall onto the cheek, they reveal a little drawing. The different packs also contain mats, like those typical of babies, to connect the different parts of the world and configure it as desired. The mini playsets together with the single and deluxe blister packs will be available in the best toy shops from June 2024. Instead, we will have to wait until September for the large playset of Jenna’s Kindergarten, with exclusive character, many functions and playability and +18 accessories.
The Cry Babies are the ideal dolls for boys and girls from 4 to 7 years old and allow them to develop manual, social and emotional skills, along with imagination. Their adventures are told in an animated series, which is aired on Youtube on Kitoons, on the Frisbee TV channel and on Netflix.

The new Series 7 arrives in May 2024, with all-new themes to support the launches. In addition to this, all new products will be the absolute focus of IMC Toys’ marketing campaign in the second half of 2024, starting as early as the summer, with multi-channel campaigns ranging from traditional TV to on-demand platforms, various digital media and social networks, through influencer activities and physical events.

CATEGORY: Playset & Collectible Dolls // Special Feature Dolls

AGE: Recommended for children aged 3 and up

IMC TOYS, a leader in the function doll sector for years, is entering a new segment of the category: traditional dolls, with the aim of innovating it, just as it did years ago with function dolls. In this case, it does so through a new brand of dolls, the BE LOVED BABIES, the dolls that look like real babies.
In fact, the BE LOVED dolls are made of a special and innovative plastic material that reproduces the effect of a baby’s skin, soft and all to smooch. Touching the doll’s body, or for example squeezing its cheeks, therefore really gives the impression that it is a real baby. In addition, the body made of this special material can be posed, making the play experience even more real. The weight is also designed to give the feeling of holding a baby, supporting its head with your arm.
Boys and girls can then play with BE LOVED, cuddling them and taking care of them as mum and dad do with them. There are two different ones to choose from: GABY and SAM, in different colours. Each one has its own dummy and a baby bottle to play at feeding them and putting them to sleep: the doll closes her eyes when you rock her and opens them again when she is standing up. Finally, each one wears little outfits reminiscent of the dresses now fashionable in the infant world, with neutral colours and trendy patterns that children can put on and take off.

These dolls are truly unique, not only in their characteristics, but also in their competitive price compared to the segment average, and in their multi-channel marketing support plan, which is not typical for similar brands to date. The all-round plan will obviously aim to introduce the brand to its target audience by illustrating its innovation and strengths. To support the launch, therefore, we will have TV, digital, social, influencer and PR campaigns.

CATEGORY: Traditional Dolls
AGE: Recommended for children aged 18 months and over