Feature
Dolls & Collectibles
Dolly good show
Barbie has introduced dolls which inspire and empower children
Content is becoming increasingly important in the Dolls and Collectibles category, as toy companies aim to engage children with the characters and their personalities. Sam Giltrow finds out more.
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hese days, it’s no longer just about giving a doll to a child to play with – there is often a story or backdrop which will enable the child to relate to and understand more about their new ‘friend’ with dolls serving to inspire, nurture and encourage. Many companies are now utilising entertainment across channels such as YouTube and streaming services to build brands and provide storylines. One of these is IMC Toys with its Cry Babies Magic Tears range, recently securing a global deal with Netflix, with full episodes of the popular animated series now available to stream in homes in 24 languages and in over 190 countries. “Our approach is to take children on a journey, moving from content, to toys, to memories,” says UK country manager, Sue Barratt. “In essence we create the engagement with the consumers via the content/ programming and the product follows the stories and characters in the content, thus engaging children with the characters, their individual personalities and idiosyncrasies. This is then followed by TV advertising of the product range to create a synergistic and holistic approach.” IMC Toys also airs its content via YouTube and on its own Kitoons Over-The-Top (OTT) platform, which has provided a new way to reach target audiences. Combining content with eCommerce, the platform provides everything from a hit series to product information, to information on how to buy. Plans on
a new strategy across YouTube and social networks for the company’s official Kitoons channel are also in development. Sue says engagement beyond the product is also a key driver for IMC Toys’ collectibles portfolio, along with value for money and play value in every element of the product, including the packaging, plus a play and display feature to further extend the product offering. “Our Cry Babies Magic Tears and Bubiloons ranges are perfect examples, providing a full experience from engagement through themed animated episodes, to affordable toy lines with packaging that doubles up as play sets for children to play and display their creations,” adds Sue. IMC Toys is also looking to licensing as another channel to grow the Cry Babies brand. Retail Monster recently held a virtual Cry Babies Magic Tears summit for potential licensees. The UK business will launch its licensing roll-out with fashion apparel and accessories for the AW22/SS23 period, closely followed by other key categories including publishing, arts and crafts and FMCG. “We recognise from other markets that the licensing programme for the brand is an important part of the mix and in creating a wider product offering to our fans,” Sue explains. IMC Toys already has agreements with more than 65 licensees in 40 regions, launching more than 500 licensed products across various categories, so can
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be confident this is tried and trusted route to brand expansion. The importance of content in driving brands is also championed by MGA Entertainment which has placed content for both its Rainbow High and L.O.L. Surprise! ranges on Netflix and YouTube. “This has allowed fans to get to know their dolls in greater detail, from individual personalities and talents to feature-rich accessories and high-quality fashions, adding to an enhanced play pattern and character recognition,” says Michelle Lilley, marketing director, MGA Entertainment UK & Ireland. This spring saw a relaunch of the company’s highly collectible original core L.O.L Surprise! O.M.G. Fashion dolls, which drove immediate demand due to kids having already watched and engaged with the characters both with the official movie and YouTube episodes over the last year. Relating to dolls’ characters is becoming increasingly important to children and Rainbow High characters represent a range of creative talents from art and fashion to music. “The unique styling and sculpting of the dolls mean that every child can feel represented by a brand they love, whilst allowing our dolls’ individual styles and personalities to shine through,” adds Michelle. MGA Entertainment recently expanded its Rainbow High brand with the launch of Shadow High, enhanced by digital content and school rivalry storytelling. The range features an assortment of six dolls distinguished
