The comprehensive layout of Mattel China's toy industry starts from IP

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. Faced with the multi-billion dollar Chinese children's toy market, Mattel is clearly trying to seize the opportunity to become a leader.

Mattel's Fisher brand products

The author interprets the layout strategy of Mattel and cooperates with Alibaba to seize the online and offline retail market in China. The toy market in Mattel has a strong sales network, and Alibaba's Tmall Taobao can make up for it in the e-commerce field. Mattel Toys is temporarily short of online, and the cooperation with 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 toy early education market in China. Soft power."

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 Friends”. The IP holder is Shenzhen Century Creative Technology Co., Ltd. (Century Creative). "Bao Di and Friends" animated image development toys and global promotion and sales, and strive to build "Bao Di and friends" into the flagship of the famous toy brand "Fisher-Price" series of Mattel Brand. It is not difficult to see that this cooperation with "Bao Di and Friends" is an important step for Mattel to pave the way for the retail and early education market in China.

Mattel's Barbie Toys

Mattel joins hands with "Bao Di and friends"

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. Below, the author takes everyone to understand the "flag" of this step.

Brand positioning, health, positive energy

According to the data, Century Creative was founded in 2012 and is an animation education company based on the local eye-catching world. The company relies on its flagship product “Bao Di and Friends” to aspire to bring animation, games and other entertainment and educational interactive content to children, inspiring children's wisdom and benevolence. As the first international children's brand in China, “Bao Di and Friends” won the honors of Top Ten Excellent Domestic Cartoons and China Animation Golden Dragon Award Bronze Awards. In the first two seasons, the cartoons received 226 million TV coverage population and 100 million monthly network videos. The number of broadcasts and other achievements, won the CCTV Children's Channel, Golden Eagle cartoon double-view champion, the whole network coverage, the total broadcast volume of 1.2 billion.

The new animation "Bao Di and Friends' Dream of the Third Season" was officially launched at the beginning of this year. The film shows the collision of different educational concepts in an entertaining way, reflecting the importance and correctness of family education. We instill correct values, right and wrong, encourage young children to pursue their dreams, and convey positive spirits, never give up, and deliver positive energy.

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 the 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., have international quality.

Rapid development

The person in charge of the century creative told the Chinese and foreign toy network reporter 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. In the direction of extension, in addition to this century, the creative will also launch derivative products, mobile games and smart TV toys.

AR technology toys

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. The unknown "Bao Di and friends" will spark with the United States and Thailand. "Bao Di and friends "Whether it is possible to go to the world in the true sense and become the first domestically produced international IP, let us wait and see!

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