Mattel is exhibiting its expansive portfolio at the Brand Licensing Hall 2014 event in Shanghai.
The show, which runs until October 16th, is organised by China Toy and Juvenile Products Association and is the largest licensing event in Asia by display space alone.
“In the past decade, Mattel has been striving to work together with industry partners to promote Chinese toys industry, and successfully launched its core brands, which quickly became trusted and popular choices of Chinese parents," said Peter Broegger, managing director for Mattel Asia-Pacific.
"To help deliver our vision in China, we have grown our consumer products team and business markedly for the past three years. Given the diversity of our brands and extensive product categories, our consumer products offerings are well-positioned to contribute meaningfully to the daily routines of lives of our consumers and to help children through their various stage of development.
“Our continuous investments in consumer research have provided great insights for us to develop brand messages which resonate with Chinese consumers. As a result, our core brands evolve and develop their own unique ways with relevance to our customers. They also offer products to meet customers’ expectations and changing needs particularly in relation to child’s growth and education.”
Based on research findings, Chinese parents expect children to 'play with purpose' and so Mattel initiated the Barbie 'Shine Your Way' programme focused on the use of both the Barbie doll and a range of Mattel’s consumer products to develop four key areas considered critical for girls’ growth by parents.
Devin Lau, senior director, consumer products, Asia, added: “Our success, as well as our licensing partners’ success, really hinges on Mattel’s commitment to immerse our partners into our core brands’ strategies, product development and manufacturing excellence.
"We see them as part of us. Our shared vision and business priorities make us an unrivalled partner for them. We strive to become the licensor of choice for major and emerging licensing partners in China and across Asia as well.
"In 2014, we are seeing robust growth in key categories such as publishing, footwear, accessories, licensed toys and health & beauty products across Asia – including key growth markets such as China, India and Indonesia.
"We take a long-term approach towards business partnership and have been working with leaders in key markets for many years now. These relationships cut across soft-line, hard-line and publishing genres; and span anywhere between five years right up to fifteen years of strong and mutually beneficial partnerships.
“We are proud of what Mattel has achieved in China as well as in the region. The Mattel Consumer Products team’s ongoing efforts in aggressively building new licensing partnerships and launching new products and concepts through innovation have proved to be very popular and successful at the retail level.
"We remain confident that we are on the right track to become the licensor of choice for our partners here in China and across Asia as a whole."