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.