ETS has signed a partnership agreement with IMC Toys, a Spanish company leader in the toy industry, for managing the licensing rights for Italy of Cry Babies Magic Tears, the popular 3D animated series that was released in 2018, simultaneously with the launch of the homonymous series of dolls.
The sweet Cry Babies Magic Tears, mini versions of the largest Cry Babies, have sold over 12 million pieces in less than 3 years after launch, with a trend in constant growth.
Even in Italy the Cry Babies Magic Tears show excellent performance, with an increase in sell-out value of 18% in July ’21- YTD period – vs the sell-out of the similar period in 2020 (NPD data) and a particularly high and increasing popularity.
The cartoon, which includes over 80 episodes of 5 minutes collected in 4 seasons, of which the last one released in July 2021 and a 5th arriving in 2022, is aimed at a primary target of girls 3-6 years and offers, with a simple and lighthearted narration, values such as friendship, altruism, mutual support, loyalty and teamwork. The series, which sees protagonists 24 dolls with a personalized pajamas, aims to stimulate the imagination of small spectators and accompany them in their personal and relational growth path.