Cry Babies Launches New Digital Series


IMC Toys is bringing its Cry Babies toy line to life in a new animated series. The first two seasons (35+ episodes) can be viewed now on the Cry Babies YouTube Channel. The series will roll out to Amazon Prime and Instagram TV later this month.


“The series has already gained fantastic momentum since it first rolled out in August 2018 in Europe, garnering more than 250 million views and over 700k subscribers worldwide.” says Karen Branson, vice-president of sales, IMC Toys. “Kids love to use their imagination and expand their play experience, and we thought it was the perfect move to introduce the Magic Tears world to Cry Babies fans through which they can really bond with their favorite characters.”


Each week, the series follows the adventures of the six core Cry Babies Magic Tears characters and their pets. All episodes have their own standalone narrative, where the Cry Babies Magic Tears invite viewers to see the world through their eyes—a world where tears are magical.


The pilot episode “Babies Talent” features the characters competing in a talent contest. Similar to the style of each episode, it takes viewers on a mini roller coaster journey with the babies. Emotions run high (cue the tears!) and a problem arises. But with the help of some magic tears and focus on friendship, empathy and teamwork, it all works out perfectly at the end. The series is targeted for viewers ages 3–6 years.


IMC Toys entered the North American market last year with Cry Babies. The brand now has a mini collectibles line which will be available as a blind series this fall at Target as well as other retailers nationwide.