Mattel reworks China strategy amid elusive growth

REUTERS: Mattel Inc is doubling down to corner a bigger share of China’s fragmented yet lucrative toy market, but the success of its efforts hinges on its ability to navigate strict regulation and adapt to local preferences.The maker of Barbie dolls struck deals with Chinese e-commerce giant Alibaba Group Holding Ltd and online content developer BabyTree last month to sell interactive learning products based on its Fisher-Price toys.The deals mark a shift for Mattel, which has built its business selling Barbie and Ken dolls in brick-and-mortar stores, and highlight the pressures U.S. firms face as they try to expand in new markets with sales stagnating back home.Alibaba’s reach and China’s preoccupation with education could give Mattel the thrust it needs to win over the country’s so-called “tiger mothers”, who aggressively push their children to be the best in school.”