IMC Toys hails launch of new content and e-commerce platform ‘a monumental moment’ for the firm

IMC Toys has billed the launch of a new platform that combines content with e-commerce by suggesting products based on videos being watched and driving viewers directly to retailers as a “monumental moment” for the international toy firm.

Through its Kitoon OTT (Over-The-Top) platform, IMC Toys has become the first toy brand to implement the e-commerce tool that will give viewers watching IMC Toys video content the opportunity to learn about products related to the video, and add them to a COPPA compliant list.

The platform will then enable parents to place orders through purchase links.

Set to launch in late June, the platform will initially feature over 150 high-quality videos from top IMC Toys brands like Cry Babies Magic Tears, VIP Pets and Bloopies and will be a core destination for new custom content.

“The launch of our own OTT platform is a monumental moment for IMC Toys,” said Raquel Roca, corporate communication manager, IMC Toys. “Our goal is always to provide the best possible experience for our consumers and this platform takes a holistic approach – conveniently providing everything from content, to product information, to purchasing ability all in one place.”

Kitoons OTT will be available through Smart TVs, mobile, tablets and web. As the platform rolls out, more features will become available, such as interactive activities and content which will serve as the launching pad for new characters from the company’s autumn 2021 line up.

As part of the launch celebration, the Cry Babies and Cry Babies Magic Tears will be back with a new look. The Cry Babies have been reimagined in two new lines, Cry Babies Dressy Collection and Cry Babies Kiss Me Collection, that include upgraded features for a more lifelike appearance.

These upgraded features include real rooted hair, changeable, fabric outfits and shoes that can be mixed and matched, sparkly eyes, and a new soft, lightweight feel.

Fans will also be able to see new features and dress-up play patterns woven throughout the Cry Babies Magic Tears Storyland Dress Me Up Series and the Cry Babies Magic Tears Storyland Storyhouse Series. Each character in the series comes in a special vessel that also holds a variety of fun accessories – including a complete fabric outfit and matching shoes.

“We’re thrilled to introduce our new Fall 2021 Cry Babies and Cry Babies Magic Tears to fans,” said Karen Branson, senior vice president, head of North America, IMC Toys.

“We don’t take our leadership position in the Special Feature Nurturing Doll category lightly. We are constantly working to ensure we bring innovation with exciting features that enhance the play experience, while honoring the core traits that kids know and love.”

The two series will be supported by custom content on Kitoons OTT platform and YouTube channel which has billions of global views.

About Robert Hutchins

Robert Hutchins is the editor of 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, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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