![Aerial of Mattel headquarters. Photo by Jelson25 [CC BY-SA 3.0 (http://creativecommons.org/licenses/by-sa/3.0)], via Wikimedia Commons.](https://i0.wp.com/mynewsla.com/wp-content/uploads/2015/01/16-9-mattel.jpg?ssl=1)
“Leveraging Mattel’s iconic brands and expertise in play as well as Alibaba’s wealth of data and insights into the Chinese consumer base, the expanded partnership aims to re-shape the way parents in China think about play,” the toymaker said in a statement from its El Segundo headquarters.
“With more than 440 million active buyers across its e-commerce platforms, Alibaba is helping Mattel meet the ever-growing and changing needs of Chinese consumers with a strategic omni-channel approach spanning online-to- offline
Mattel and Alibaba will begin product development immediately, with initial availability planned for mid-2017, the statement said.
—City News Service