BABYTREE, a Chinese firm operating an online parenting community, said it has partnered with US toy manufacturer Mattel to tap the booming early childhood education market in China.
The two parties will co-develop child development assessment tools and customized parenting content and development curriculum, according to a joint statement today.
"The new strategic partnership with Mattel enables us to engage with parents and families in new ways and augmenting our existing robust digital and online communities with high-impact content," said Allen Wang, Founder and CEO of BabyTree.
The two companies will also co-create an online platform designed to promote and coach parents on maximizing early childhood development.
CEO of Mattel Margo Georgiadis said it can be better positioned to serve the Chinese market by the partnership based on Babytree’s dominant scale and extraordinary ability to engage with Chinese moms.
Earlier this week, Mattel, owner of brands including Barbie and Fisher-Price, also announced it would team up with e-commerce giant Alibaba to tap the child's toy category by using data-driven insights from Alibaba’s consumer data to develop toys and learning products specifically for the Chinese market.