Strategic Alliance Between Mattel & Alibaba

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Last Updated on December 23, 2019 by Danielle

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Mattel and Alibaba create strategic partnership.

Mattel formed a strategic partnership with Alibaba, a Chinese e-commerce company.

This strategic partnership allows Mattel to gain access to Alibaba’s data analytics competencies as well as the AI Lab. The objective of this partnership is to change the perception of parents in China in relation to toys.

The partnership will allow Mattel to more accurately target the continually changing needs of Chinese consumers by leveraging the data analytics from Alibaba. Furthemore, Mattel will be able to harness Alibaba’s media environment for the development of learning tools and educational content based on brands and characters like Barbie and Lego. This way Chinese parents and families will maximize the potential of their play experiences.

In addition, Mattel in tandem with Alibaba’s AI Lab will seek to create new, innovative products. The idea is to foster children’s development via bleeding-edge technology and smart, interactive learning.

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