🍿 2022-05-21 00:00:00 – Paris/France.
Toy firm IMC Toys is on its way to worldwide fame with its popular Cry Babies dolls. After seven years of distribution to stores and warehouses around the world, this year IMC struck a deal with Netflix to air a series of its own creation featuring its dolls.
“We created the content in 2018 and started releasing it through YouTube and our own channel. It was at the beginning of this year that we entered into the licensing agreement with Netflix. Over the next three years, the series will be able to be viewed internationally, ”explains the financial director, Carolina González, who clarifies that the agreement is not exclusive and that the company will continue to broadcast it on its own.
Founded in 1981, the company invoices 150 million and employs 375 people with toys and audiovisual content
The company, born in 1981 in Terrassa, has witnessed changes in the toy and entertainment industry for children. Founded by 15 toy entrepreneurs – Antoni Bellido, Jacob Levy, Tomàs Barberà, Josep Moñux and Josep Porta, among others – IMC started in the market with the distribution of toys under the Nikko and Meccano brands. In the early 2000s, he decided to expand his catalog with his own design of dolls inspired by cinema and later, his own creation (including the Cry Babies). In addition, it has also entered the category of board games and soft toys, currently exceeding 400 references.
The business model has always been based on local design and outsourced production in Asia, mainly in factories in China but also in India and Vietnam. The vast majority of its clients – 80% – are abroad, mainly in the United States, where it opened a delegation in 2017, and in 60 other countries, among which Italy and France stand out. In 2021, the company invoiced 150 million euros and obtained an Ebitda (gross margin) of 9 million euros. “This year, we want to reach 180 million through the attraction of sales in the United States. It's a very big market and we work for companies like Amazon, Walmart or Target,” says González.
Despite the emergence of the online audiovisual sector, the company's core business remains the creation and sale of traditional toys, mainly of its own design. A team of 375 people – which will reach 400 by the end of the year – is dedicated to the proper functioning of the machines.
Ownership remains with the founding partners and other directors, including CEO Albert Ventura, who remains true to the model that brought IMC to the top of global entertainment.
SOURCE: Reviews News
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