Mattel, Alibaba Group Form Strategic Partnership

Mattel LogoMattel entered into a strategic partnership with Alibaba Group. Leveraging Mattel’s brands and Alibaba’s data and insights into the Chinese consumer base, the expanded partnership aims to reshape the way parents in China think about play. 

Alibaba Group’s scale and data-driven approach to consumer insights will enable Mattel to tailor its market and product strategy. With more than 440 million active buyers across its e-commerce platforms, Alibaba is helping Mattel meet the growing and changing needs of Chinese consumers with an omni-channel approach spanning online-to-offline (O2O).

As part of this expanded collaboration, Mattel will not only be marketing and selling to China via Alibaba’s B2C marketplace Tmall.com, but also leveraging the company’s media ecosystem to develop and promote learning resources and educational content—inspired by Mattel’s brands and characters—to help parents and families get the most out of play. Additionally, Mattel will work with Alibaba’s A.I. Lab to develop new and innovative products, designed to aid child development through the use of cutting-edge technology and smart, interactive learning.

Mattel and Alibaba will begin product development immediately, with initial availability planned for mid-2017.