Mattel begins partnership with China's Alibaba Group

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EL SEGUNDO — Mattel Inc., the world’s biggest toymaker, today announced a new strategic partnership with China’s Alibaba Group — the world’s largest online and mobile commerce company.

“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.

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