Mattel has announced it has formed a new strategic partnership with Babytree, China's largest online parenting community, to develop a first-of-its-kind early childhood learning and development online platform.
With this new partnership, Mattel aims to establish itself as the best early-childhood learning brand in the country.
Mattel and Babytree will bring to market a suite of resources for families, including child development assessment tools and customised parenting content and development curriculum, inspired by Mattel's Fisher-Price brand.
"We are thrilled to collaborate with Babytree in such an impactful way," said Margo Georgiadis, CEO of Mattel.
"Mattel and Fisher-Price have been inspiring childhood development and learning for more than 85 years. By combining our expertise in early childhood development with Babytree's dominant scale and extraordinary ability to engage with Chinese moms, we are uniquely positioned to serve parents and families in China."
"It is Babytree's focus to help the next generation of children in China achieve their personal best. This has been our primary mission throughout the life of Babytree. Until now, early education resources have been scarce and unequal in different tiers of cities," added Allen Wang, founder and CEO of BabyTree.
"Partnering with Mattel, a recognised and trusted leader in childhood development, represents an important step toward achieving our goals."
With nearly 200 million unique monthly visitors, Babytree is China's largest and most trusted online parenting community and kids and family platform.