Source: IMC Toys/The Toy Book

IMC Toys is bolstering its executive team with the appointment of industry vet Michael Pisors as its new head of marketing.

The company behind Cry Babies, VIP Pets, and Bloopies says that it’s looking to expand its market share across North America. In his new role, Pisors will manage brand marketing strategies for all IMC products in the region while working to expand the company’s portfolio through the development of new product lines.

“Having been in the toy industry my whole life, I was very aware of IMC Toys and the impact Cry Babies has had in the doll category,” Pisors says. “When the opportunity came to be part of the team, I knew it was something that I couldn’t pass on. I’m looking forward to working closely with my new colleagues to build upon their success, and to continue IMC Toys’ growth trajectory within the industry.”

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

Pisors joins the company from Just Play and previously held executive roles at K’NEX, Jakks Pacific, and Mattel’s Fisher-Price division.

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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