(Reuters) - Barbie maker Mattel Inc <MAT.O> said it would partner with Chinese parenting website Babytree to create an online learning platform for early childhood development, the latest in the No. 1 U.S. toymaker's push into China.
The partnership with Babytree announced on Thursday comes two days after Mattel said it would sell its products on Chinese e-commerce giant Alibaba Group Holding Ltd's <BABA.N> online marketplace Tmall.
Mattel said it would also work with Alibaba's A.I. Lab to create products for child development through interactive learning as part of the deal.
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Mattel and Babytree will provide child development assessment tools and customized parenting content and development curriculum, based on Mattel's early childhood development brand, Fisher-Price, the company said.
Babytree, founded in 2006, provides families in China a platform to learn and exchange ideas on early education, child development tracking and nutrition.
Mattel posted holiday-quarter sales well below analysts' estimates last month, as the toymaker battles weak demand in North America and rising competition.
(Reporting by Jessica Kuruthukulangara in Bengaluru)