News from the global toy giant Mattel recently “connected†with Chinese companies frequently made headlines. Less than two days after the announcement of strategic cooperation with Alibaba Group, it reached a cooperation agreement with the Chinese parenting website Baby Tree. In fact, in October last year, Mattel had already finalized the first Chinese-language IP in cooperation in 70 years.
Text / Li Shiyao
Faced with the multi-billion dollar Chinese children's toy market, Mattel is clearly trying to seize the opportunity to become a leader.
The layout strategy, in cooperation with Alibaba, is trying to seize the online and offline retail market in China. Mattel Online has a strong sales network in the toy market, and Alibaba's Tmall Taobao can make up for Mattel Toys Online in the e-commerce field. Temporary shortcomings.
The cooperation with the baby tree is to force online and offline early education, baby tree is the largest maternal and child online group, this cooperation will enhance the "soft power" of the toy early education market in China.
In fact, this series of actions of Mattel can be seen in some of the cooperation of Mattel last year. We found that Mattel has quietly added a Chinese IP to their brand series last year.
In October 2016, Mattel finalized the first Chinese IP in the past 70 years – “Bao Di and Friendsâ€. The IP holder is Shenzhen Century Creative Technology Co., Ltd. (Century Creative).
It is not difficult to see that this cooperation is an important step for Mattel to pave the way to seize the retail and early education market in China.
As one of the world's largest toy giants with the most private brands, Mattel has previously cooperated as a toy licensee with internationally renowned IPs such as Disney and DreamWorks, but there is still no precedent for cooperation with domestic IP. .
Diverse content, quality, international
Peter Broegger, Managing Director of Mattel Asia Pacific, said that Mattel has chosen to cooperate with “Bao Di and Friends†among many children's education brands because this brand is different from other Chinese animation IPs. Their development is fun and educational. At the core, and in the production of quality content, the rich educational elements are integrated into it.
Regardless of the production team or the design ideas, Century Creative has a strong international development and strength, and also has a global strategic structure and vision.
In addition to cartoons, "Bao Di and Friends" in the market, such as English books, English children's songs, educational technology products, etc., are also available.
Rapid development
The person in charge of the century creative said that the global toy industry has performed well in recent years, and the animation IP derivative products have contributed.
Relying on the influence of the cartoon "Bao Di and Friends", Century Creative will usher in an explosive development this year. It is reported that the toys that cooperate with Mattel include AR technology toys and educational toys. Extend in the direction.
This time, Mattel has tried to cooperate with domestic IP for the first time. It seems that it has made up its mind to seize and expand its market in China!
(Chinese and foreign toys all media center)
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