IMC Toys expands Cry Babies Magic Tears into apparel, stickers, magazines and more

As part of its UK licensing strategy – and in partnership with Retail Monster – IMC Toys has signed a raft of new deals for its Cry Babies Magic Tears brand.

Poetic Brands is launching Cry Babies Magic Tears kids’ apparel, which will include day wear, night wear, underwear and swimwear. Elsewhere, RJ Bags will be giving its bags, lunch bags, luggage and umbrellas the Cry Babies Magic Tears treatment.

Sticker specialists Paper Projects will be launching a range of Cry Babies stickers, reward charts and sticker activity sheets, while Kennedy Publishing is producing a branded magazine.

“We’re thrilled to have so many stellar UK licensees coming on board for 2023,” said Kerry Tarrant, Marketing Manager at IMC Toys.

“We’ve seen great success internationally with licensing agreements across the globe, so it’s very exciting to be taking similar bold steps to develop and grow the Cry Babies Magic Tears brand here in the UK. It’s shaping up to be another fantastic year for Cry Babies Magic Tears with more licensee announcements to follow in the months ahead.”

Gemma Witts, Managing Director at Retail Monster, added: “We are excited to be partnering with these great licensees. Cry Babies is going from strength to strength, with strong toy sales and the show performing extremely well, so we look forward to working with these licensees to drive some really strong campaigns at retail in 2023.”