Mattel, the world's largest toy company based in California, today announced that it has entered into a new strategic partnership with Alibaba Group.

Headquartered in EI Segundo, California, the company is the world's largest toy company and is a leader in the design, production and sales of children's products. Major brands include the most popular and best-selling fashion dolls Barbie and Hot Wheels, Matchbox, American Girl, Radica, Tyco R / C and Fisher-Price brands, including Little People, Power Wheels and a series of puzzle toys.

In mainland China, the United States and Thailand a total of five branches in Shenzhen, Dongguan and Foshan. Mattel Toy Technology Consulting (Shenzhen) Co., Ltd. was established in 2000, located in Shenzhen City Henggang Town. At the same time, China's toy wholesale network has become the US-Thailand professional agency website.

As part of a strategic partnership, Mattel will not only sell products through Lynx, but will also use Alibaba's media ecosystem to develop and promote learning resources and educational content to help parents and children get more money by playing with toys.

In addition, Mattel will work with Alibaba Artificial Intelligence to develop new and innovative products. Product development work will be launched immediately, the first batch of products is expected to be listed in the middle of this year.