Mattel and Babytree to develop learning centres

Global toy company Mattel and parenting portal Babytree have launched the second phase of their strategic partnership, co-developing an onground network of learning centres across China.

With activities and curriculum inspired by Mattel’s early-childhood development brand Fisher-Price, the network of learning centres are aimed at driving interconnectivity and continuity between the online and physical learning experiences for children up to five years old. Parents will be able to monitor and access their child’s progress, register for classes and watch their child via video link throughout the day.

There will also be day-care centres 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 Mattel CEO Margo Georgiadis. “We see tremendous opportunity for Fisher-Price and Babytree to fulfill this desire through an integrated offering of physical learning centres and an online parenting platform.”

Initially the program is being rolled out in six locations.

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