IMC Toys Bolster U.S. Team with New Hires, Crystal Ganir and Chelsea Wood


After launching Cry Babies in the U.S. market, IMC Toys strengthens its team with the appointment of Crystal Ganir as director of marketing for IMC USA and Chelsea Wood as senior sales manager. With the company’s rapid growth, IMC has set up an L.A. office to gear up for multiple product launches in the upcoming months.


Ganir joins the IMC team with more than 10 years of brand marketing experience in the toy industry. Having previously worked at Moose Toys as senior brand manager, she was one of the vital players and instrumental in building the U.S. business, helping with the opening of its first L.A. office and leading the launch of brand such as Shopkins and Little Live Pets. In her new role, she will spearhead marketing for IMC in North America, including strategy development, and will be a key leader in bringing new products to market alongside the brand team at headquarters.


Wood comes onboard with more than six years experience in retail CPG companies. Most recently, she managed the multimillion dollar eCom business for Gildan Apparel. She also served as a key account manager at Schleich for several years and is excited to return to the industry and help broaden the retail distribution for IMC in North America.


“2018 was a great launch for us and this year we plan to go even bigger! IMC has heavily invested in expanding its resources starting from a winning team to an office and showroom in LA which will put us in the center of action in the toy space” said Karen Branson, country manager U.S. and Canada, IMC Toys USA. “We are excited about the launch of our Cry Babies Magic Tears collectibles line and the expansion of our interactive baby dolls range. We are confident that consumers will love our new items this fall as we have gained great momentum and support from key retail partners entering the holiday season!”


With several new brands and products set to launch in fall 2019, Q3 and Q4 will be an imperative time for the group. The launches will be supported heavily by a 360 marketing campaign inclusive of key influencer partnerships, an extensive PR and digital strategy, a revamped social campaign, original animated web series streaming on YouTube and Prime Video, and significant TV advertising.