Rewind to August 2022, Spanish toy company IMC Toys announces the continuation of its global expansion with plans to launch an Australian subsidiary. The expansion strategy has led to operations in North America, Italy, France, UK, Germany, Portugal and Hong Kong. Entry into these new markets has allowed the team at IMC Toys to steadily increase its turnover by over 200% since 2010.
IMC Toys is not a new player, the company was originally established in Spain as a distributor of toys back in 1981, then in the 2000s evolved and began producing its own brands.
Today, IMC Toys has a successful portfolio of their own brands including Cry Babies, Baby Paws and PlayFun to name a few. With product on shelf in more than 80 countries, and a content led strategy which has seen content distributed in over 190 countries and produced in over 20 languages, the sky is the limit for IMC Toys.
A BLUEPRINT FOR SUCCESS
IMC Toys had a clear blueprint for success in Australia following the launch of its North American subsidiary only 5 years earlier, which had been supported by the global success of their range of Cry Babies dolls. The brand has dominated the doll aisle across multiple markets throughout Europe for years and has steadily gained significant market share in North America where it ranks as the 2nd most popular property in the Nurturing Doll category.
MORE THAN JUST DOLLS!
Following the IMC’s successful 2023 re-launch of Cry Babies in Australia, the brand will continue with everyone’s favourite evergreen characters available in multiple formats and a new themed range in second half to coincide with the release of the 7th season of the Cry Babies Magic Tears animated series on YouTube.
However, the team at IMC are most excited about their plans beyond the doll aisle in 2024, launching new brands and expanding into new categories, supported by their domestic wholesale partner — All Brands Toys.
INTRODUCING YOU TO BABY PAWS
Baby Paws are the cutest new feature plush puppies which need to be cared for and nurtured. Take their dummy out of their mouth and watch them open their eyes for the first time and listen to their adorable puppy sounds. Each Baby Paw comes with its own personalised swaddle that doubles as a carrying bag, so you can take your soft and fluffy Baby Paw puppy everywhere you go!
IT’S GAME ON WITH PLAYFUN
Kids and families can enjoy award-wining games from PlayFun, including the super successful Truth Detector where players select a question and pick a friend or family member to interrogate. If they’re telling the truth, the detector will flash green, if the detector is not sure it will flash amber and the player must ask another question. If the machine catches someone lying, a siren sounds and the red bulb flashes! Each player loses a life with each lie, and whoever keeps the most lives wins!
Plus much more!
Contact IMC Toys Australia via email —
info.australia [@] imctoys.com
salessupport [@]allbrandstoys.com
This article originally appeared in Edition 8 of The Toy Universe Magazine
