Tiana and Jen Pringle at the launch of IMC Toys’ Cry Babies Magic Tears

Toy manufacturer IMC Toys launched its brand new collectable range, Cry Babies Magic Tears at a live launch event in London, with YouTube sensation Tiana Toys AndMe.

Kidfluencer and YouTube star Tiana Toys AndMe, who has over 9m subscribers on her channel, made a special appearance to host a live unboxing of the brand new range. The exclusive launch event for media, bloggers and influencers took place in central London, at the V&A Museum of Childhood and coincided with the product launch across major retailers and independents across the UK and Ireland. Other YouTube kidfluencers in attendance at the launch included Patience’s Magical Toy Emporium, Louise’s Unicorn Power Puff Girl, Little Red World, Little Lady C, Eva’s Toy Planet and The Meg and Mo Show.

The event invited guests to immerse themselves in the magical world of Cry Babies Magic Tears with face painting, arts and crafts, exclusive screenings of the new webisodes, and dressing up opportunities in character-themed onesies. Following the media reveal, which was hosted by Channel 5’s Milkshake presenter Jen Pringle, Tiana hosted a private VIP party for lucky competition winners.

Magic Tears are miniature versions of IMC’s top selling Cry Babies dolls, which are already a leading brand in the UK feature doll category. The new and unique surprise collectibles, targeting girls aged 3-6 years, feature cute miniature dolls and accessories, which are fully functioning to cry real tears! They also have a magical story to tell.

This exciting range is supported with a brand new animated series available to view on You Tube and on the dedicated new website The trailer has already stacked up an incredible 1.2 million views, and on top of that the first 3 episodes have hit over 1.5 million views after just 4 weeks.

The series has also launched on Ketchup TV, a digital platform providing on demand programming for kids. The animated series introduces the Cry Babies Magic Tears characters and the fantasy world they live in. Narrative focuses on friendship, empathy and teamwork, with each episode focusing on a different character and adventure. There will be 12 episodes launched throughout AW with further exciting content planned for 2019. Watch the digital trailer here, and the episodes here.

IMC is supporting the range with its biggest investment to date. The fully integrated campaign includes intensive TV & Digital media, full PR programme, and spectacular influencer programme throughout AW.

Commenting from IMC Toys, Julie Ball, Head of UK Marketing said:Cry Babies Magic Tears is our biggest launch yet, with huge investment in marketing as well as the new animated series and bespoke website. To exceed 1.5 million episode views after just 4 weeks is really encouraging. Early product sell through rates have been incredibly positive and we are confident our “always on” media strategy will drive this further. My key highlight from the launch event was witnessing first hand how engaged the children were with the product – this is always the ultimate test for any new product and indicates Magic Tears will be a winning line!”