Spanish toy company, IMC Toys, continues its global expansion with the opening of an Australian subsidiary headquartered in Melbourne, and led by Matt Keighran as the newly appointed vice president of sales and marketing. 

IMC’s newest endeavor follows their international expansion strategy that was initiated in 2004 and has led to operations in the U.S., Spain, Italy, France, U.K., Germany, Portugal and Hong Kong (China).  

In his new role, Keighran is responsible for introducing IMC’s core properties into the Australian market as part of IMC’s larger strategy to scale its brand globally. In addition to building new business in the territory, he will implement brand marketing strategies to drive portfolio performance while partnering with retailers to create multi-faceted campaigns at launch. 

“IMC Toys has been steadily building a global reputation and the impact they’ve had on the industry is undeniable,” says Matt Keighran, vice president, sales and marketing, IMC Toys. “I look forward to building upon this momentum and introducing a whole new customer base to IMC’s amazing lineup.” 

Prior to his position at IMC Toys, Keighran was the commercial strategy and marketing director at MGA Entertainment in Australia where he led sales and marketing initiatives. Prior to MGA, Keighran spent time at Target Australia as a buyer for dolls and plush toys and held a national account manager role at Headstart International. 

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“IMC is thrilled to have Matt joining the team,” says Karen Branson, senior vice president, IMC Toys North America. “The company has tried with limited success to develop the business through alternate channels. We are confident that bringing retail partners our brands direct is the only solution. This is how we gained traction in the U.S. and entered the North American market in 2018. Matt will be instrumental in this initiative, building a strong foundation for IMC brands in Australia, and establishing the company and our award-winning content for many years to come!”