How Cry Babies Used YouTube to Become a Global Toy Brand

In the last decade, YouTube advertising has evolved from a creator-led video platform into the dominant home of kids’ entertainment. For toy brands, that shift represents an extraordinary opportunity to go beyond traditional ads and build real, lasting brand equity that competes with big studio productions.

Cry Babies, the flagship line from IMC Toys, is a powerful example of this strategy in action. Instead of treating YouTube as just another marketing channel, IMC Toys built an entire entertainment universe around their brand. With over 10 million subscribers and 7.4 billion lifetime views across localised channels, they didn’t just sell toys - they built a global kids’ brand that generated 1.35 million sales in 2022.

This case study by the team at Magix explores how a YouTube-first strategy can transform brand awareness into sustainable, scalable growth.

IMC Toys is a Barcelona-based toy company with a global footprint in over 80 markets. Best known for its innovative approach to character-driven brands, IMC’s flagship line, Cry Babies, has become a global phenomenon since its launch in 2016. Originally featuring crying baby dolls with water-tear effects, the brand evolved into Cry Babies Magic Tears, a collectible blind-box series that quickly became a top seller in European markets.

Recognising the power of digital-first organic engagement, IMC Toys committed to building Cry Babies as an entertainment property on YouTube. As of 2025, the brand’s YouTube ecosystem spans 10+ localised channels, boasting over 10 million subscribers and 7.4 billion lifetime views. This strategy transformed Cry Babies from a traditional toy line into a stand-out brand with global appeal, fan loyalty, and diverse revenue streams.

The Case for a YouTube-First Strategy

IMC Toys didn’t treat YouTube as a simple marketing add-on, instead, they saw it as the foundation for growing Cry Babies into a legitimate global brand in entertainment as well as toys.

Unlike traditional TV advertising, which is expensive, seasonal, and limited by geography, YouTube offers an always-on, cost-efficient way to engage their audience. Crucially, they could release weekly, bite-sized episodes at a fraction of broadcast production costs, reaching kids whenever and wherever they watch. YouTube also let IMC Toys own their distribution and audience data directly - building subscribers, understanding viewing habits, and testing content quickly. Instead of relying on gatekeepers, they controlled their brand narrative and created an evergreen library of content that would keep driving discovery over time.

An important edge for kids content is that it's easier to localise than adult media because young viewers share universal preferences. IMC Toys capitalised on this by launching 10+ localised channels, making Cry Babies accessible in markets from Spain to Mexico to the U.S. and Russia.

By treating YouTube as a democratised streaming channel not just a promotional one - they positioned Cry Babies as an entertainment property first, a toy line second, transforming their value proposition to families and retail partners.

Channel Insights and Growth Metrics

Cry Babies’ YouTube strategy isn’t defined by flashy, viral spikes - that isn't the objective when growing branded entertainment strategies. It’s a model of consistent, sustainable growth built over years of focused content production. From 2022 through 2025, the brand maintained steady month-over-month increases in views and subscriber engagement - a trend that has YoY net increased since launching the first channel in 2018. This success is attributed to a disciplined release schedule optimised for kids’ watching habits.

Beyond raw scale (7.4 billion views), demand measurements tell an even greater story of where this IP sits in comparison to legacy studio productions: in January 2024, Cry Babies Magic Tears commanded 2.4× the average U.S. demand level, ranking in the top 8.6% of all TV shows tracked. It also saw 4.1× average demand in Mexico and 2× in Spain, showing that appeal wasn't confined to any single market or distribution channel. A key factor behind their success was strategic localisation - dubbing content into 10+ languages which maximised Cry Babies global reach without significantly increasing production costs, turning one creative investment into an internationally scalable asset.

Beyond YouTube: Licensing, Sales, and Revenue Impact

If the substantial engagement figures weren't compelling enough, here is the cherry on top with YouTube-led branded entertainment. Through a YouTube channel IMC Toys’ transformed Cry Babies into a licensable, revenue-generating entertainment property. By building an engaged global audience on YouTube, IMC Toys turned episodic content into a brand ecosystem that extends far beyond the screen or shelf.

Cry Babies has secured streaming distribution on platforms like Netflix and Kidoodle.TV, proving that strong YouTube traction can open doors to additional revenue opportunities within media. This exposure further solidifies brand familiarity with kids and parents alike. On the retail side, the numbers speak clearly: in 2022 alone, IMC Toys sold 1.35 million units of Cry Babies Magic Tears without any TV advertising. At an average retail price of ~$25, that represents an estimated $33 million in global retail sales driven  largely by YouTube.

Major retailers such as; Walmart, Target, Smyths Toys, and Carrefour - stock the brand, validating the appetite buyers have for YouTube-led properties. Meanwhile, licensing deals have expanded Cry Babies into apparel, books, puzzles, and branded accessories, creating multiple revenue streams and reinforcing the brand’s position in kids’ everyday lives.

Since their success Cry Babies didn't stop at YouTube views or even toy sales. Their strategy turned Cry Babies into a pandoras box of opportunities for continuous brand expansion. Building on the success of Magic Tears, they introduced spin-off product lines like Bloopies (bath dolls) and VIP Pets (hair-play collectibles), each with their own storytelling potential and retail appeal.

Beyond toys, IMC Toys invested in gamification through branded mobile apps that extend character engagement into interactive play. They also launched live brand experiences, from in-store events to experiential retail promotions, further immersing fans in the world of Cry Babies. If there was ever an example of a brand that brings value to its customers on every level, Cry Babies holds all the bragging rights.

Key Takeaways for Toy Brands

The Cry Babies case shows that YouTube is far more than an advertising channel for brands targeting kids - it’s a platform for building enduring brand equity. IMC Toys invested in consistent, localised, character-driven content that reached kids worldwide, created owned audience data, and transformed episodic videos into retail demand & a multi-media franchise.

By treating YouTube as their primary entertainment hub, they built a scalable model that unlocked licensing, streaming deals, retail placement, and spin-off products. For toy brands looking to grow in 2025 and beyond, this isn’t just advertising - it’s brand building for a new media landscape.