Mattel Inc, one of the world's leading toy companies, launched a strategic partnership with Babytree, an online parenting community, in Beijing on Wednesday, aiming to expand its presence in the booming early education market in China.
Drawing on Fisher-Price's expertise in childhood development, the partnership, which aims to build an online learning platform for early childhood development, will be designed to provide development assessment, tailor-made home teaching content and curriculum development, according to a note Mattel sent to the Global Times.
With nearly 200 million unique monthly visitors, Babytree is one of China's largest online parenting communities.
Established 10 years ago, Babytree reaches more than 90 percent of Chinese parents who have access to the Internet through its digital portals including babytree.com and mobile apps, the note said.
Last month, Mattel announced a new strategic partnership with Alibaba Group Holding.
As part of this expanded collaboration, Mattel will be working with Alibaba's artificial intelligence lab to develop innovative products, designed to aid child development through the use of cutting-edge technology and smart, interactive learning, according to Mattel.
Mattel owns popular toy brands such as Barbie, Hot Wheels and Thomas & Friends.
