On June 14th, US international toy giant Mattel announced that it has signed an agreement with China Fosun Group to establish a joint venture company in China, utilizing the great experience of Mattel in children's early childhood education toys, and the Club of the World Club of Fosun Group. The children's club operating experience has introduced “playing clubs †for Chinese children and families.
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Mattel is one of the world's largest toy companies, with major brands including American girls, Barbie, Fisher, Hot Wheels, Elf High School and Thomas & Friends, and partnered with the world's leading entertainment and technology companies. A series of entertainment product lines. The Fosun Group is deeply cultivating a healthy, happy and prosperous field, building a C2M (Customer Customer to Maker Maker) ecosystem centered on family customers.
In this collaboration, Mattel will use its expertise in early education games and toy product development to develop customized development projects as part of the educational services provided by the newly established club chain. The Chinese Club of the Mediterranean will take advantage of its years of experience in the planning, process design and training of children's clubs, making the future children's play club the preferred institution for parenting in Chinese families. At the same time, the Mediterranean club's domestic brand awareness and deep interaction with Chinese member families will add a lot to this cooperation.
Mattel CEO, Margo Georgiadis, said that “The Club is designed to enrich the learning experience and deepen the connection between parents and children, and to achieve the company’s corporate mission: to inspire the next generation and create a bright future. Through this cooperation, Mattel is in the Chinese market. The layout has taken a big step forward, which is the latest proof of Mattel’s strategy to accelerate its growth in emerging markets."
The first game club is located in the “International Metropolis Conference Center†in the newly developed Bund Financial Center District of Shanghai. It covers an area of ​​about 1400 square meters and is scheduled to open in early 2018. It mainly focuses on children aged 0-6 and provides a full range of services. The gaming experience thus promotes child development and the ability to develop learning. The club will have a play area, classrooms, hosting areas, and product retail areas. Here, children can enjoy hosting services, attend classes, or participate in parent-child gaming learning projects with parents.
With the liberalization of the second-child policy, China's early education market is showing a rapid growth trend. The scale of 2017 is expected to exceed 200 billion yuan. In the future, Fosun, Mattel and the Mediterranean Club hope to establish a network of game clubs covering all of China for children. Provide game learning services.
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In fact, both Mattel and Fosun are not involved in the Chinese baby market for the first time. Coincidentally, the two companies have previously worked intensively with Baby Tree.
On March 8, 2017, Mattel announced a strategic partnership with Baby Tree to jointly develop an early childhood learning and development ecosystem. The two sides will work together to create an online platform to train parents on how to maximize the early development of their children. Based on the experience of Mattel's Fisher brand in child development, the platform will bring resources such as child development assessment tools, customized family education content, and development curriculum systems to Chinese families.
According to reports, Baby Tree first tried the early education center model from the beginning of its establishment, and later launched the family monthly delivery early education product "Mika Growth World"; good future strategic cooperation with K12 education leading enterprises; and investment in excellent early education training enterprises" Qiming Changyuan, the intellectual early education content platform "intellectuals", the pan-mother-infant PGC company "Qi Yu Ji MEET" and other entrepreneurial enterprises; and the establishment of baby trees to grow the world, etc., baby trees have been exploring the layout.
On November 17, 2016, Baby Tree officially announced that the investors who exceeded RMB 3 billion in financing in July of that year were led by Fosun Group. Baby Tree then announced the company's second phase goal: to create a membership club centered on young household consumption upgrades. Founder Wang Huainan stressed: "We are particularly concerned about product upgrades and service upgrades. The future of health, finance and education is the focus of the baby tree."
The cooperation between Mattel and Fosun Group will be able to truly deliver high-quality early education resources to families across China through the club network. We will wait and see.
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