IMC Toys Unveils New OTT Platform


IMC Toys has unveiled its new OTT platform, which combines content with e-commerce and will support its fall 2021 lineup.

Kitoons OTT can suggest products based on the video being watched and drive viewers directly to retailers. Set to launch in late June, the platform will initially feature over 150 videos from such IMC Toys brands as Cry Babies Magic Tears, VIP Pets and Bloopies and will be the destination for new custom content.

While watching, viewers have the opportunity to learn about products related to the video and add them to a COPPA-compliant wishlist, with parents having the ability to place orders through purchase links. Kitoons OTT will be available through smart TVs, mobile, tablets and web. As the platform rolls out, more features will be added, including interactive activities and content that will serve as a launching pad for new characters from the fall 2021 lineup.

As part of the launch celebration, the Cry Babies and Cry Babies Magic Tears will be back on Kitoons and on shelves with a new look. The Cry Babies have been reimagined in two new lines, Cry Babies Dressy Collection and Cry Babies Kiss Me Collection, which include upgraded features for a more lifelike appearance. The two series will be supported by custom content on Kitoons OTT platform and YouTube channel. Cry Babies Dressy Collection and Cry Babies Magic Tears Storyland Dress Me Up Series will be available throughout Fall 2021 at major retailers.

Raquel Roca, corporate communication manager, IMC Toys, said: “The launch of our own OTT platform is a monumental moment for 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.”

Karen Branson, senior VP and head of North America at IMC Toys, said: “We’re thrilled to introduce our new fall 2021 Cry Babies and Cry Babies Magic Tears to fans. We don’t take our leadership position in the Special Feature Nurturing Doll category lightly. We are constantly working to ensure we bring innovation with exciting features that enhance the play experience while honoring the core traits that kids know and love.”