Cry Babies

Cry Babies
IMC Toys’ Cry Babies | Source: IMC Toys

IMC Toys is going over-the-top (OTT) with a new streaming platform that combines entertainment content and e-commerce.

Kitoons launches June 28 as an app/channel for smart TVs and mobile that will also be available to view through a web browser. At launch, the platform will showcase more than 150 videos from IMC Toys brands, including Cry Babies Magic Tears, VIP Pets, Bloopies, and more. Kids can learn about the products featured and add them to a COPPA-compliant wish list that parents can shop from using included purchase links.

Related: State of the Industry Q&A 2021: IMC Toys

Kitoons | Source: IMC Toys

“The launch of our own OTT platform is a monumental moment for IMC Toys,” says Raquel Roca, corporate communication manager, IMC Toys. “Our goal is always to provide the best possible experience for our consumers and this platform takes a holistic approach — conveniently providing everything from content to product information to purchasing ability all in one place.”

IMC Toys says that it plans to expand the Kitoons platform later this year as it uses it as a launchpad for new products, including the Cry Babies Dressy Collection and Cry Babies Kiss Me Collection.

Kitoons is supported by a dedicated YouTube channel that is available now.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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