Michael Pisors, head of marketing at IMC Toys, talks about challenges for toy manufacturers and strategies for IMC Toys in the Toy Book’s annual State of the Industry Q&A
The Toy Book: What is one of the biggest challenges toy manufacturers face today, and how is IMC Toys addressing it?
Michael Pisors: One of the biggest challenges facing the toy industry today is fragmentation; particularly with the proliferation of content and content viewing platforms. We’re seeing this trend not only permeate the world of licensed entertainment brands, but also within owned toy IP as well. Everyone seems to have content, and while quality content is paramount, so is a strategy to connect with the right audiences on the right platforms. Creating this synergy is key for IMC Toys and reflected in our partnerships. As an example, we are excited to announce that our Cry Babies Magic Tears content will launch on Netflix later this year.
Another challenge within the theme of fragmentation relates to retail. For many toy companies, there is a continued shift and focus to the digital shelf. This is especially true as physical shelf space continues to constrict against the backdrop of countless new brand introductions each season. An important aspect here is that for many parents, the search for toys starts online, even if they are ultimately purchased (or picked up) in store. For IMC, this has led to significant focus and investment in digital marketing. At a basic level, this means product detail pages need to be best-in-class, from assets, optimized copy, and communication. It is also critical that we are building awareness and driving conversion through search and display campaigns, as well as a host of other touchpoints, including paid social, influencer, and other off-site media. That is the benefit of digital: the ability to test, learn, and quickly implement campaign adjustments based on the desired outcome.
TB: How does IMC Toys come up with new and innovative takes on existing lines to keep them fresh and exciting for consumers?
MP: Innovation is essential for any brand to remain relevant to consumers. This is especially true for evergreen properties like our Cry Babies brand. What started as a single product launched in the U.S. market in 2018 has evolved into a global, content-driven franchise that now spans across multiple formats and play patterns. In 2019, Cry Babies Magic Tears was the brand’s first meaningful line extension, which integrated the key storytelling component of “tears” into a collectible line. As we look to fall, IMC is introducing BFF, an innovative entrant into the fashion doll category. Cry Babies fans will quickly discover their favorite characters have been reimagined as older fashionistas with new content to support the storyline. Finally, we’re thrilled to be introducing the most advanced, lifelike, and interactive nurturing doll in the market this holiday season: Cry Babies First Emotions Dreamy features a fully expressive, animated face and more than 50 sounds and expressions. Four interactive accessories let kids care for her, just like a real baby. She even blinks and cries real tears when kids remove her pacifier.
This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!
