Expanded partnership will marry interconnectivity and continuity between the companies’ online and physical learning experiences.
ASIA–Mattel and Babytree have expanded their partnership to co-develop a network of physical, child-focused learning centers across China.
The new centers will serve as an extension of both companies’ online parenting platform, which was announced earlier this year in February, and will aim to drive interconnectivity and permanence between online and physical learning experiences.
With an initial rollout in six locations, each center will include play areas, retail and educational classes inspired by Mattel’s early childhood development brand, Fisher-Price. In addition, Mattel and Fisher-Price will develop the centers’ education framework, course curriculum, syllabi and classroom materials, while Babytree will identify strategic locations for the centers as well as tap into its network to engage with Chinese moms.
Both companies are also planning daycare centers with educational services and small retail areas in or near office buildings.
“Parents in China are eager to invest in innovative early childhood development that will help prepare today’s kids for a world being rapidly redefined by technology,” says Margo Georgiadis, chief executive officer, Mattel. “We see tremendous opportunity for Fisher-Price and Babytree to fulfill this desire among Chinese parents through an integrated offering of physical learning centers and an online parenting platform.”
The expanded agreement also builds on Mattel’s joint venture agreement with the Fosun Group to introduce a series of learning and play clubs for children and families throughout China.