Mattel Forges Chinese Partnerships

Mattel has a significant presence at the China Licensing Expo as highlighted in Mattel showcases portfolio at Brand Licensing Hall 2014 event in Shanghai. The China Licensing Expo is taking place in Shanghai thru Oct. 16th. Mattel's consumer products team has grown significantly in China over the past three years. They are conducting consumer research to determine what resonates with Chinese consumers. One of their research findings reveals that Chinese parents expect children to 'play with a purpose'. Consequently, Mattel developed a program to focus the use of their products to develop four key areas considered critical for girls' growth. Devin Lau, senior director, consumer products, Asia, notes that Mattel pursues "a long-term approach towards business partnerships and have been working with leaders in key markets for many years now".