Olympia Toy Fair 2019: LET'S PLAY!

Olympia Toy Fair 2019

Olympia Toy Fair 2019

This pivotal show is opportunity for IMC to showcase their new autumn winter range to the industry and share plans for new product launches amongst retailers, media and influencers. 2019 will see new launches across the entire IMC portfolio, which is based on five core pillars: Dolls, Collectibles, Feature Plush, Games and Licenses. Visitors of the fair enjoyed exclusive sneak previews into IMC’s new AW19 product range.

2019 was a fantastic show for IMC Toys. They exhibited their hottest brands at the fair for example Bloopies, Cry Babies, Cry Babies Magic Tears and Club Petz are just naming a few.

IMC’s top selling doll brand, Cry Babies are lovable dolls that cry real tears. The brand has enjoyed huge success since its launch, securing a leading position in the special feature nurturing doll category. 2019 will see the brand expand with the release of new dolls and the introduction of a new range. 

In 2018 Cry Babies extended its popularity with the successful launch of Cry Babies Magic Tears, unique surprise collectibles which are miniature versions of the dolls and come with numerous accessories and are fully functioning to cry real tears. The range has been supported with an animated series available to view on You Tube, Amazon Prime, Ketchup TV and via the dedicated new website www.magictears.toys. The series has had more than 170 million views worldwide with 25 million of those coming from the UK. Furthermore, IMC will be launching a second series of the dolls and a new segment of collectibles, Cry Babies Magic Tears Pets as well as Fancy’s Vehicle. 

Bloopies launched in 2017 with phenomenal sales, quickly becoming a top selling bath toy. This year, Bloopies will strengthen with the introduction of the Bloopies Mermaids. As well as the standard features such as squirting water out of their mouth and blowing bubbles, when you submerge them in warm water the pattern on their tail will magically change colour. IMC will also be launching brand new Bloopies content in July 2019. 13 x 5 min webisodes which showcase the Bloopies’ stories and will take this brand to the next level.

For feature plush, the company has revealed plans for some exciting new additions to its interactive Club Petz range. 

IMC will be expanding their master toy license with Mickey and Minnie Mouse, in partnership with Disney. New products for 2019 include Minnie Bowckets and Minnie Cupcakes. 

IMC will also be launching a range of Frozen 2 products and Toy Story 4 toys to coincide with the cinema releases later this year.