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.

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