Licensing News

IMC Toys Launches Cry Babies Magic Tears Licensing Program with Key Partners Including Bendon Publishing, Happy Threads and Intimo

Cry Babies Magic Tears Licensing Logo

This Fall, fans of Cry Babies Magic Tears will have even more to love as IMC Toys signs deals with three leading licensing partners to create products in the publishing, arts and crafts, daywear, nightwear, swimwear and luggage categories. Bendon will bring the characters kids love so much to life within multiple activity books, storybooks, and arts and crafts activity sets. Happy Threads will have kids looking stylish with a full range of daywear including dresses, cardigans, jackets, sweaters and more. Adding to the daywear offerings will be Intimo, who will be producing licensed pajamas, swimwear, backpacks, bags, and lunch bags and cases.


“We are beyond thrilled to be working with our new licensing partners to bring Cry Babies Magic Tears products to life in new categories here in North America,” said Micheal Pisors, Head of Marketing, IMC Toys. “Globally, we have an extensive licensed business with 65 licensees in 40 regions and have introduced well over 500 products over the past few years. I can’t wait to see the response from our fans as we expand into this market.”


Fans can expect even more announcements in this space as IMC Toys secures additional partners in new categories over the next few months.


These licensing partnerships add another layer to the series of recent initiatives that build upon the momentum that Cry Babies Magic Tears has experienced since entering the market in 2018. Part of the success can be attributed to IMC Toys’ 360-degree content and digital strategy that sees the characters come to life through custom animated content. The Cry Babies Magic Tears animated series can be watched on Kitoons, the company’s official YouTube channel and comprehensive content distribution platform. In April, Cry Babies Magic Tears made its Netflix debut and full episodes became available to stream in homes in 24 languages across 190 countries where Netflix operates. In the weeks following the debut, fans flocked to the series and elevated it to a Top-10 ranking on the services children’s programming section.


This Fall, the momentum continues as new Cry Babies Magic Tears content launches on Netflix in September alongside the new 2nd half toy line that is just hitting store shelves now. In addition to new Cry Babies Magic Tears toys, IMC is also excited to introduce an all-new offering called BFF by Cry Babies which brings the brand into the fashion doll category. BFF by Cry Babies are kids’ favorite Cry Babies Magic Tears characters all grown up into teens. The six collectible dolls each come encased in unique, twistable packaging and feature trendy outfit, multiple points of articulation and six inches of silky nylon hair! Kids will love the bright, aspirational look of each doll, while parents will appreciate the sweet and wholesome styling that remains true to the Cry Babies brand.