Mattel and Alibaba form strategic partnership

Jack Ridsdale

By Jack Ridsdale

February 15th 2017 at 10:42AM
Mattel and Alibaba form strategic partnership

Partnership will allow the toy firm to access Alibaba's data analytics capabilities and AI lab

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.