Cry Babies, the dolls with the big eyes crying real tears, of the Spanish IMC Toys, in 2021 got the highest position of the podium, classifying as the best-selling toy in Italy and Spain (more than 90,000 units purchased in Italy and more than 100.000 units in Spain – NPD data 2021).
The tender babies with personalized pajamine have thus confirmed a constant growing trend, result of a careful multi-channel strategy carried out by IMC Toys, which sees a synergistic integration between the launch of new products, the development of content and support promotional.

The launches of new doll collections, supported by a continuously implemented advertising campaign throughout the year, are sided by the episodes of the popular animated series Cry Babies Magic Tears, on air every day on TV on Frisbee and available on Kitoons, the  YouTube dedicated channel, which in Italy has more than 300,000 subscribers and over 60 million views.
There are also important digital PR campaigns in partnership with blogger and influencer and a free app, full of games and unpublished content.