IMC expands doll range with Cry Babies

IMC has expanded its dolls range with the launch of new additions to the Cry Babies line, set to hit retail in April.

The Cry Babies brand saw huge successes in 2017, with sales up 184 per cent (NPD FY 2017), and a leading position in the UK special feature nurturing doll category.

The Spring collection introduces new characters in the form of Dotty, Nala and Lady.

IMC Toys will be supporting the growing range with the implementation of a broader marketing strategy, which includes TV and digital media, along with integrated PR. This will build further brand awareness amongst target consumers.

There are further exciting launches across the entire IMC Doll portfolio for AW 2018, including new additions on Baby WOW, Cry Babies, Bloopies, and a new brand launch, Baby Wee.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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