TFE/TFE Licensing, October 2020

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VIP Pets: More Than a Collectible, a Content Experience! In 2018, IMC Toys made a name for itself in the blind collectible and baby doll category with the launch of evergreen lines, Cry Babies and Cry Babies Magic Tears. In two years, their North American business experienced a more than 300% lift in sales and 400 million media impressions, becoming a toy box staple. Now, with the launch of its latest line —VIP Pets —IMC aims to create a content-forward, immersive play experience for young collectors. IMC launched VIP Pets earlier this year, and the product sold

With this line, IMC developed an instant water-reveal experience with multiple layers. Each VIP Pet is concealed in a mousse bottle-shaped capsule, a nod to the hairstyling theme of

the top of the mousse bottle cap, pour water over the mousse bottle, and watch the towel dissolve, revealing 12 inches different hairstyles to replicate. IMC Toys began developing the VIP Pets brand with a $1.8 million dollar investment in content production on top -

themes rooted in friendship, adventure, and — of course —fabulous hair.

friendships. -

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