IMC Toys announced the upcoming launch of its Kitoons Over-The-Top (OTT) platform later this month, which will combine content with e-commerce.
The platform gives IMC Toys the ability to suggest products to viewers based on the video they select and drive them directly to retailers. While watching content from IMC Toy brands including Cry Babies Magic Tears, VIP Pets, and Bloopies, viewers can see products related to the video and add them to a COPPA-compliant wishlist. Parents can then place orders via purchase links.
“The launch of our own OTT platform is a monumental moment for IMC Toys,” said 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.”
Arriving June 28, 150 videos from Kitoons OTT will be accessible through smart TVs, mobile devices, tablets, and online. The channel will roll out additional interactive activities as a launching pad for characters from its Fall 2021 line-up.
To celebrate the Kitoons OTT launch, IMC is reimagining its Cry Babies brand with two new product lines coming to Target at the end of June — the Cry Babies Dressy Collection and Cry Babies Kiss Me Collection — with updates like real rooted hair, interchangeable fabric outfits and shoes, sparkly eyes, and a soft, lightweight feel.
Original Kitoons content on the OTT and YouTube channel will support the two new series, which reach additional retailers this fall.
“We’re thrilled to introduce our new Fall 2021 Cry Babies and Cry Babies Magic Tears to fans,”said Karen Branson, Senior Vice President, Head of North America at IMC Toys. “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.”