Global toy company Mattel has entered a strategic partnership to market its products in China through Alibaba's business-to-consumer (B2C) marketplace Tmall.com.

Using Alibaba's data-driven approach and consumer insights, Mattel intends to modify its market and product strategy.

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Mattel CEO Margo Georgiadis said: "Play has a tremendous impact on a child's cognitive, social and emotional growth.

"By combining Mattel's unmatched expertise in childhood learning and development, with Alibaba's immense reach and unique consumer insights, our goal is to help parents in China raise children to be their personal best."

"Alibaba empowers leading global brands to digitally transform their businesses and address the fast-changing Chinese consumer landscape."

With approximately 440 million active buyers across its e-commerce platforms, Alibaba will support Mattel to meet the demands of the Chinese consumers by using a strategic omni-channel approach spanning online-to-offline (O2O).

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Mattel will also develop and promote learning resources and educational content, through Alibaba’s e-commerce site.

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Alibaba CEO Daniel Zhang said: "Alibaba empowers leading global brands to digitally transform their businesses and address the fast-changing Chinese consumer landscape.

"We look forward to supporting Mattel's growth through our robust data and commerce technology infrastructure, which will help to elevate their overall business from product development to brand-building to rural penetration for this unique and massive market."

Mattel will also work at Alibaba's A.I. Lab to design and develop products that support child development using advanced technology.

Mattel and Alibaba will immediately start product development, and these products will be rolled out in the market later this year.