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IMC Toys launches its new collectable pet range VIP Pets

IMC Toys has launched VIP Pets, the company’s new range of pet-themed collectables aimed at children aged five years and upwards. The new range taps into the appeal of pet characters and both the current surprise and creative hair styling trends.

The fashionable pet-dolls share a passion for hair with each character featuring 30cm long hair in its own unique colour. Packaged in a semi blind box, the hair is hidden, and the colour is then revealed by adding water. There are 12 different styles to collect and each one comes with nine surprises, including a chair and suction pad to help with styling the hair.

A salon playset will be launched for the Q4 period, completing the current collection. Including exclusive VIP Pets, the play-set uses real water for washing hair and incorporates styling stations and a unique ‘glitterizer’ to add final professional hair-stylist touches.

A new series of animated webisodes accompanies the launch and features 21 five-minute episodes on IMC’s official YouTube channel, Kitoons. Here, children can follow the pet-dolls’ adventures alongside a programme of digital tutorials which have been added to inspire and offer tips for styling their own pets’ hair.

“VIP Pets brings an innovative line of pet-doll themed collectibles to both the IMC portfolio and the toy market,” said Sue Barratt, IMC UK country manager.

“The new range bridges those elements of surprise and collectability with the concept of cool pet- dolls, while offering extended play experiences through the hair-styling and strong accompanying storyline. Our entertainment YouTube channel, Kitoons will feature a new 3D animated series, to introduce the characters and their world to viewers.

“The channel currently has more than 1.8M views worldwide and 3.9M subscribers which we are aiming to grow even further with the addition of the new VIP Pets content.”

The launch of VIP Pets will be supported with a full marketing campaign including TV advertising, digital content, PR, social, and influencer collaborations.

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