Children’s entertainment company Spin Master has formed a strategic partnership with Alibaba to boost the company’s presence in China.

The two companies have committed to creating a digital platform for retail, brand building, and data-powered marketing, demonstrating a mutual confidence and recognition of Spin Master’s global potential in China, they said in a statement.

“We have been actively pursuing our objective of growing global sales,” said Ben Gadbois, Spin Master’s global president and COO. “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.”

Andy Du, GM of Tmall mom & baby division, 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.”

Last year, Spin Master’s international sales grew to 34.7 per cent of its total revenue, as a result of expanding distribution networks, increasing internal sales capabilities in existing offices, widening product offering, and executing effective global marketing campaigns.

The company creates, designs, manufactures, licenses and markets a diversified portfolio of innovative toys, games, products and entertainment properties, including Zoomer, Bakugan, Erector by Meccano, Hatchimals, Air Hogs and Paw Patrol.

Spin Master has 28 offices and employs more than 1700 people globally in Canada, the US, China, Hong Kong, Japan, Vietnam, Mexico, France, Italy, the UK, Russia, Slovakia, Poland, Germany, Sweden, the Netherlands  and Australia.