Eco-friendly Little Changers “marks a significant shift in the way we make toys,” says IMC

IMC has launched Little Changers, an eco-friendly sub-brand of the its best-selling Cry Babies range.

Consisting of six characters – each representing a natural element of the Earth – the Little Changers sit within their own unique flower-shaped capsules, which include accessories to facilitate nature-themed imaginative play.

Led by the content via a series of 1-minute “edutainment” webisodes, which will be available to stream on Kitoons from February, the Little Changers range takes an eco-approach that aims to encourage children to care about the world around them by highlighting small ways in which they can help look after the planet.

In addition to the recyclable packaging, the use of a plant-based material created by BioLogiQ, which is mixed with fossil-based plastic in the toy production process, has been deemed ‘a revolutionary step forward for the company’. Produced from industrial starch waste, BioLogiQ’s material – called NuPlastiQ – is durable, biodegradable and recyclable. It also accelerates the biodegradation of normal plastics without causing the production of microplastics.

“The launch of Cry Babies Little Changes marks a significant shift in the way IMC makes toys now and in the future”, said Kerry Tarrant, UK Marketing Manager for IMC Toys.

“It has taken a lot of time and effort to source the right renewable materials in order for us to be able to ensure the quality remained high in line with our wider portfolio, but we’re really pleased with Little Changers – the colours are bright and vibrant – and perfectly packaged for stand-out shelf appeal!!”

–

To stay in the loop with the latest news, interviews and features from the world of toy and game design, sign up to our weekly newsletter here

More Recent News

Our top 10 most read interviews of 2024

This year’s top 10 features interviews with Exploding Kittens’ Matthew Inman, Hasbro’s Angus Walker and Jazwares’ Magdalena Eichhorn.

AMIGO to meet game inventors at Mojo Pitch 2025

“We are thrilled to be back at the Play Creators Festival in 2025,” said AMIGO’s Alessandro Montingelli.

Think Influence eyes toy partners for Fisch

The popular Roblox game launched earlier this year and has over 800,000 concurrent users.

Transformers Age of the Primes figures land on Hasbro Pulse

The Transformers Age of the Primes Titan Class Thirteen Star Optimus Prime figure comes with a cannon blaster, shoulder blasters, and the Zodiac orb.

People of Play welcomes Shannon Swindle as Director

“I look forward to creating meaningful experiences, celebrating the work of toy and game designers and continuing to support the incredible people in this industry that I love so much,” said Swindle.

Rubies readies UK launch for Bluey costumes

“We are confident that Rubies’ new Bluey dress-up options will be popular with families on this side of the world, after the positive reception they received in Australia,” said Anita Majhu, Head of Licensing (Softlines) at BBC Studios.