IMC Toys is continuing its global expansion by planting a flag down under.
The Spanish toymaker behind the Cry Babies line has opened an Australian subsidiary and tapped toy industry veteran Matt Keighran to lead as its new vice president of sales and marketing. The company is following the same playbook in Oz that it used to build operations in the U.S., Spain, Italy, France, the UK, Germany, Portugal, and Hong Kong (China).
Keighran joins the company from MGA Entertainment where he served as commercial strategy and marketing director. He previously held roles at Target Australia, Headstart International, and Hunter Products.
“IMC Toys has been steadily building a global reputation and the impact they’ve had on the industry is undeniable,” Keighran says. “I look forward to building upon this momentum and introducing a whole new customer base to IMC’s amazing lineup.”
With the opening of its Melbourne office, IMC Toys plans to build a direct sales business for 2023 with a commitment to retailer-specific marketing and a full PR effort and influencer push.
“The company has tried with limited success to develop the business through alternate channels. We are confident that bringing retail partners our brands directly is the only solution,” says IMC Toys North America’s Senior Vice President Karen Branson. “This is how we gained traction in the U.S. and entered the North American market in 2018. Matt will be instrumental in this initiative, building a strong foundation for IMC brands in Australia, and establishing the company and our award-winning content for many years to come!”
According to IMC, its business has grown by more than 200% since 2010, and export markets now represent approximately 80% of its total sales.
