Spin Master will introduce its brands and toys in China’s market in the coming months. Credit: PINKÉ.

Global children’s entertainment company Spin Master has entered into a strategic partnership with online retailer Alibaba to boost presence in China.

The partnership will establish a digital platform for retail, brand building and data-powered marketing for both the companies.

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Spin Master global president and COO Ben Gadbois said: “We have been actively pursuing our objective of growing global sales. China is a key part of our international growth strategy and Alibaba is a strong partner who shares our commitment to customer excellence.

“This strategic cooperation agreement with Alibaba represents a significant milestone in Spin Master’s efforts to exceed the expectations of Chinese consumers.”

“This strategic cooperation agreement with Alibaba represents a significant milestone in Spin Master’s efforts to exceed the expectations of Chinese consumers.”

In addition, along with support from Alibaba’s Tmall, the partnership will drive Spin Master’s international expansion.

Spin Master will also introduce its brands and toys in China’s market in the coming months.

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Tmall’s mom and baby division general manager Andy Du said: “Spin Master has been a great partner to Alibaba. We have seen impressive growth and performance of Spin Master’s brands on Alibaba’s platforms.

“We trust that through this partnership, Alibaba Group’s Omni Ecosystem will help bring significant insights that will provide substantial support to Spin Master’s continued expansion in China.”

Spin Master manufactures and markets a range of toys, games, products and entertainment properties under various brands, such as Zoomer, Bakugan, Erector by Meccano, Hatchimals, Air Hogs and PAW Patrol.

The company has 28 offices and employs over 1,700 people across Canada, the US, Mexico, France, Italy, the UK, Russia, Slovakia, Poland, Germany, Sweden, the Netherlands, China, and Australia.