IMC has appointed J&M Brands to represent “Cry Babies” as the brands licensing agent for Benelux.

IMC Toys has sold more than seven million “Cry Babies” dolls globally and also launched a collectible range of “Cry Babies” Magic Tears.

“Cry Babies Magic Tears is a delightful brand that demonstrates the importance of friendship, teamwork and empathy and we’re very proud to represent this brand in the Benelux territory,” says Jannienke Mulder, co-founder, J&M Brands.

Available in more than 20 languages, the 3D animated series has garnered more than 2.5 billion views on YouTube.

“We are very excited to start working with J&M Brands,” says Cristina Camprubí, licensing director, IMC Toys. “J&M Brands is known for their powerful and passionate approach. This partnership will ensure the introduction of a large consumer products program of ‘Cry Babies’ branded products.”