Marta Mirallas of IMC Toys talks Cry Babies Magic Tears Charmz, K-Pop Idol – and working with inventors

Marta, it’s great to chat. To kick us off, how did you find your way into toys? Was it always part of the plan?
Actually, it wasn’t part of the plan. I started my career in the accounting sector after completing my degree in Business Administration. After about a year in accounting, I realised I wanted to move into something more focused on marketing. That’s when I joined IMC Toys and discovered the fascinating world of toys – a world that constantly reminds you that you were once a kid too!

Your time at IMC Toys has spanned 10 years collectively. What about the company keeps you happy and engaged there?
It’s almost impossible to get bored! There are always new projects, and the company is very driven by constant innovation, which makes the work very exciting. The team is exceptional – you really feel like you are part of a big family. I’ve also had the opportunity to work in different departments, from marketing to content and innovation. This has enriched my experience enormously and allows me to keep learning all the time.

What brands are keeping you busy at the moment? What have been some exciting recent launches?
At the moment we are working on many exciting new concepts. We are always very attentive to new trends and react quickly when we see something that could make a real difference. We are about to launch Cry Babies Magic Tears Charmz, which now come with lots of charms to customise your Cry Baby. We are very excited about this one!

We are also launching our new K-Pop Idol brand, which has received an incredible response from our clients and that we expect to be a big success in the coming months. Another important project is Foodies, which is a big bet for the company. It’s a very different concept that combines food recipes with plush ingredients, making it a very unique and creative play experience. And that’s not all – we are also working on many new items for Fall 2026 that I still have to keep secret… But I can’t wait to share them!

We’ll keep our eyes peeled! For any inventors reading, what are you looking for at the moment? And why are inventors important to IMC Toys?
IMC Toys is constantly looking for the next big idea – something that can be truly revolutionary or become a real game changer in the market. We explore new concepts from many different sources, and inventors are a very important part of that process. IMC Toys has been collaborating with inventors for many years. In fact, I had the opportunity to attend the Chicago Inventor event last November, where I met many members of the inventor community. It’s a fantastic community with great energy and very fresh ideas. Looking ahead, we want to continue strengthening these relationships and expand our presence at inventor events and toy fairs.

What do you feel is key to fruitful relationships between companies like IMC Toys and the inventor community?
I think one of the most important things is meeting in person at different inventor events and fairs – that personal interaction really makes a big difference. It’s also very important to provide clear, direct and honest feedback. Even when an idea is not the right fit for us, transparency helps build trust and long-term relationships with inventors.

What fuels your creativity? What helps you have ideas?
Many things help fuel our creativity. A lot of ideas actually come from good brainstorming meetings with colleagues. One idea often sparks another, and together we can build something much bigger. We also spend a lot of time tracking trends and analysing the market. We constantly look at what’s new, what trends are emerging and how we can translate those trends into exciting toys for kids.

And sometimes creativity comes from the most unexpected places – something you see on the street, ideas from other industries, a movie, or even everyday moments. Inspiration can really be everywhere if you stay curious!

Last question! What do you feel is IMC Toys’ most underrated product? We’ll give it some love here!
I would say one of our most underrated brands is Bloopies.

It has been on the market for almost 10 years and, even though it’s not always in the spotlight like some of our bigger brands, it performs very consistently year after year. The range has expanded a lot over time and it continues to bring fun and creativity to bath time for kids around the world.

Good pick! Marta, thanks again for making time to chat.

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