Licensing News

Moonbug and IMC Toys Announce Strategic Partnership

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Moonbug Entertainment, alongside IMC Toys‘ dedicated team, will actively engage in the management of key YouTube channels featuring popular series “Cry Babies Magic Tears,” “BFF by Cry Babies,” and “VIP Pets.” This collaboration goes beyond traditional roles, as Moonbug Entertainment will leverage its expertise in digital content management and provide valuable insights to IMC’s YouTube Team.


The alliance will also leverage Moonbug’s expertise securing paid media on Moonbug’s and selected channels across YouTube for key IMC properties.


As part of the agreement, Moonbug will showcase some of the most successful episodes from IMC’s animated series on its YouTube channels.


Both parties have expressed their eagerness for this partnership and the opportunity to reach a wider audience, fostering imaginative play and creativity among children.


IMC Toys first burst into the market with its flagship brand, Cry Babies, which quickly rose in popularity and became the number one selling baby doll across the European and US total markets. Since its inception, the company has expanded to operate in 50 countries and has bolstered its product line up to include a wide range of impressive brands – such as Cry Babies Magic Tears, VIP Pets, and the latest BFF by Cry Babies. IMC Toys’ commitment to providing toys for “every age and every stage” has led to its internationally renowned reputation for providing customers across the globe with high-quality and attractively- designed toys at a competitive price point.


IMC Toys brands are supported by custom content that can be found on the company’s very own YouTube channel, Kitoons. Offered in 25+ different languages, Kitoons has gained popularity with a globally collective 6+ billion views, 8+ million subscribers and 700M+ watch time hours. Each colorful episode features fan favorite characters from Cry Babies Magic Tears, BFF by Cry Babies, Bubiloons and VIP Pets as they go on adventures, learn about friendship and teamwork along the way. Additionally, fans of the Cry Babies Magic Tears content series can also enjoy episodes on Netflix, as well as audiobook content on Spotify.


Moonbug is an award-winning global entertainment company inspiring kids everywhere to laugh, learn and grow. The company is behind some of the biggest kids’ entertainment brands in the world including CoComelon and Blippi. Moonbug believes every child should have access to entertaining and enriching content, making its shows available on more than 150 video platforms globally including Netflix, Disney+, BBC iPlayer and YouTube Kids. The company is also a global leader in pre-school music and audio experiences, available on 100+ audio platforms globally. Moonbug brands extend far beyond the screen to include streaming music, consumer products and live events.