IMC Toys taps toy industry veteran Michael Pisors as its new director of North American marketing.

BMI Toys appointed Michael Pisors as its new chief marketing officer as the company seeks to continue its growth in the North American market.

In his new role, Pisors is responsible for managing brand marketing strategies for all supported properties in the North American market, including Cry Babies, the #1 Growth Engine in the Special Feature Nurturing Doll category. , as well as Cry Babies Magic Tears, VIP Pets, and Bloopies. In addition to growing the existing business, he will work to expand IMC’s portfolio by overseeing the creation of new brands from concept to launch, as well as developing powerful consumer and retail marketing campaigns. .

As a toy industry veteran, Pisors brings a wealth of experience to his role at IMC Toys, having worked as a marketing manager at Just Play where he led brand and competitive intelligence, as well as marketing and digital initiatives for over 30 years. brands. Prior to Just Play, Pisors was at Mattel as Global Brand Director for their Fisher-Price team, managing the Thomas & Friends franchise.

“Having been in the toy industry all my life, I was very aware of IMC Toys and the impact Cry Babies had in the doll category,” said Michael Pisors, Marketing Manager, IMC Toys (left picture). “When the opportunity arose to be part of the team, I knew it was something I couldn’t pass up. I look forward to working closely with my new colleagues to build on their success and continue IMC Toys‘ growth trajectory within the industry.

Pisors’ arrival at IMC Toys comes as the company prepares for several new brand and product launches leading up to the first quarter of 2022. The new launches will be supported by holistic marketing campaigns that encompass media planning, media social, retailer-specific marketing, influencer outreach, online advertising and media relations and outreach.

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