IMC Toys is making moves into the North American market with the launch of its interactive baby dolls, Cry Babies.
The toy will be available nationally on shelves and online this July.
Cry Babies is a series of interactive dolls, available in three styles. The brand has already launched to much success across Europe.
“The entire IMC team is super-excited to introduce the Cry Babies to families in North America,” said Karen Branson, VP of sales at IMC Toys USA. “Cry Babies is a brand that resonated well within the European market and we are confident that its fun and interactive play features, like the realistic tears, will be welcomed in the US as well.”
As a former national account manager at Hasbro and director at Schleich USA, Branson will be using her ten years experience in the North American toy space to lead IMC Toys’ venture into the US.
‘Cry Babies is just the beginning for many more exciting new projects to follow for IMC Toys USA,’ read a statement from the company.
IMC Toys has also appointed marketing communications agency ChizComm to spearhead the launch of Cry Babies and drive brand awareness in the North American market.