IMC Toys has been awarded Gold for two of its rapidly growing special feature nurturing doll collections - Cry Babies and Bloopies, at the prestigious MadeForMums Toy Awards 2018.
The annual, consumer-facing MadeForMums Toy Awards celebrate the best toys at every age and stage, from newborn to preteens, across 35 different award categories, judged by children and 14 celebrity judges. MadeForMums is the UK's number 1 site for parenting product reviews, with an outstanding reputation for expert, honest review content.
Scooping Gold for the Best Doll category, Cry Babies are lovable dolls that cry real tears. The brand has enjoyed huge success since launch, securing a leading position in the special feature nurturing doll category. This year saw the introduction of new Cry Babies characters, Lady, Dotty and Nala, to grow the brand and expand the range offering.
Cry Babies recently launched its Great Little Mummy campaign, which focuses on traditional play values and inspires little ones to love, nurture and care for their dolls, just like a real Mummy cares for her baby. The Great Little Mummy campaign is now live and is being supported with a dedicated TV spot, digital pre-roll campaign, along with broad influencer activity and PR programme.
Cry Babies have also extended its popularity with the successful launch of Cry Babies Magic Tears targeting girls 3-6. These new and unique surprise collectibles are miniature versions of the dolls, which come with numerous accessories and are fully functioning to cry real tears! The range is supported with a brand new animated series available to view on You Tube, Amazon Prime, Ketchup TV and via the dedicated new website www.magictears.toys. Eight episodes have released to date with new content released fortnightly - views have already topped 8 million! Cry Babies Magic Tears has got off to an exceptional start and was also a finalist in the MadeForMums Toy Awards.
Bloopies launched with unprecedented demand in 2017, and with the trebling of initial forecast, they swam quickly to become No.1 Bath Toy in the UK (Aug-Nov NPD 2017). Bloopies has strengthened further this year with the launch of Bloopies Swimming Mimi Doll for AW. The Bloopies brand is supported with an “always on” media campaign across TV and Digital. For SS 2019, the success is set to continue with the launch of Bloopies Mermaids, which include a special colour change feature. Bath time is always fun with Bloopies!
IMC’s Head of Marketing, Julie Ball says “We are delighted to win Gold for both Cry Babies and Bloopies in the prestigious Made for Mum Toy Awards. It means so much as the awards are mainly judged by children, which is the best endorsement a brand can get!”.
IMC Toys is a leading manufacturer of innovative, high quality toys spanning across a variety of categories. Boasting a broad portfolio of successful in house brands, including Cry Babies, Baby Wow, Bloopies and Club Petz. IMC also partner with leading licensors on the development of extensive product ranges across many popular children’s properties. IMC Toys provide the best in play, whilst providing parents with an assurance of quality.