IMC Toys has appointed Retail Monster as its licensing agent as it looks to significantly expand the popular Cry Babies Magic Tears brand in the UK.
The new partnership is testament to the performance of the Cry Babies Magic Tears brand in the UK, which has seen strong growth and success over the last 18 months.
Licensing is a major part of IMC’s business in Spain and other territories worldwide. In less than two years the company has entered into agreements with more than 65 licensees in 40 regions, launching more than 500 licensed products across publishing, apparel, educational games, personal care and confectionery categories.
IMC Toys hopes its the deal with Retail Monster will translate into a similar success story for Cry Babies Magic Tears in the UK market, where the licensing roll-out will launch with apparel and publishing.
“We’re excited about the opportunity to develop the Cry Babies Magic Tears licensing strategy at retail and with consumer fans, and to bring added breadth and growth to a top selling brand,” said Gemma Witts, European md at Retail Monster.
Cristina Camprubi, licensing director at IMC Toys, added: “We’re experiencing rapid growth of our licensing programme worldwide; it’s a significant addition to our retail strategy. We’re thrilled about our new partnership with Retail Monster and the potential their expertise can bring to the UK market for Cry Babies Magic Tears.”
