Author: Maddie Michalik

Now more than ever before, it’s crucial to keep up with the ways that kids consume content, and IMC Toys is constantly keeping its pulse on what’s new. The toy company behind Cry Babies and VIP Pets launched the Cry Babies Magic Tears app last month — already amassing more than 350,000 downloads; has 2 billion views and 4 million worldwide subscribers on its Kitoons content network, which is available in more than 15 languages; and a robust social media presence on Tik Tok and Instagram. All of these social and digital elements are tied into its products and brands...