Mattel and Alibaba form strategic partnership

Mattel has signed a new strategic partnership with Alibaba, with an aim to re-shape how parents in China think about toys.

In summary the partnership will help Mattel to better target the ever-growing and changing needs of Chinese consumers by tapping into Alibaba’s data analytics capabilities in addition to leveraging Alibaba’s media ecosystem to develop learning resources and educational content – inspired by beloved brands and characters like Barbie and Lego – to help parents and families get the most out of play.

Alibaba will also help Mattel develop new and innovative products in partnership with Alibaba’s A.I. Lab, aiding child development through the use of cutting-edge technology and smart, interactive learning.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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