Shanghai, China, October 19, 2016 – Today Mattel, the world’s leader in the design, manufacture and marketing of toys, and Tencent QQ, China’s largest social networking platform, announced the launch of a new strategic licensing partnership. Mattel and Tencent QQ will explore innovative crossover cooperation models for the toy industry and social networking IP, bringing Chinese youth additional entertainment and social products through high-quality and diversified online and offline offerings. This move will also allow Mattel to further expand its licensing operations in Asian and China markets.
“We are honored that Tencent QQ chose Mattel to help bring their QQ brand to life through multiple new lines of innovative, engaging toys. ” said Peter Broegger, Managing Director of Mattel Asia Pacific. “As our strategic partnership grows, we will continue to deepen our cooperation with Tencent QQ to provide more exciting opportunities for QQfamily and more! ”

A New Era of Social IP

With huge space for growth in the toy and consumer good markets in China, consumption and business models are constantly changing with the times. Today’s press conference has aroused interests throughout the industry. Since entering China, Mattel has stayed in tune with the changing times, exploring a variety of innovative models, and is committed to helping Chinese children develop correct values and master a wide range of life skills through play. The cooperation with QQ is the first cooperation between Mattel and a classic Internet-based social networking IP, marking a brand new endeavor for the company. Through this cooperation, Mattel will launch a series of toy products for QQfamily property, expanding its IP from online to offline products.
“Both companies attach great importance to this partnership,” Patty Wu, Vice President of Mattel said at the press conference. “For QQfamily toys, we will give full play to our respective advantages and complement each other to create richer products to meet the needs of Chinese consumers.”
Since Mattel’s formal entry into China in 1998, China has become one of its most important markets. With the rise of the Internet and new business models, Mattel has set up online flagship stores since 2011 to meet Chinese consumers’ needs for online shopping. Since then, Mattel has been committed to bringing Chinese consumers exclusive and fun products. As a communication tool with the largest user group in China, the social networking IP QQfamily launched by Tencent QQ has a strong base and is adored by Chinese youth. The strategic licensing cooperation between the two sides will give full play to each other’s advantages. Mattel will help the QQfamily achieve a transition from online to offline products through its advantages in sales channels and excellent product development capabilities, while QQfamily will develop and expand content ranging from animation and movies to emoticons with its huge online traffic and high-visibility virtual IP.
“It is of great significance for QQ to achieve through the cooperation with Mattel the launch of QQfamily characters that are deeply rooted among the people,” Tencent’s Vice President Mel Yin said, “This is another innovative crossover cooperation between QQ and a traditional manufacturing giant. In addition to focusing on products and promotion of existing IP, more importantly we will work together for further cooperation in the field of toys, and we will continue to strengthen our cooperation in channel expansion, product R&D and more in the future.”

Develop a New Type of Licensing Operation

As one of the top, preferred licensors in China and in Asia, Mattel also hopes to achieve the further development of its licensing operations in the Chinese market, and establish a stable and long-term partnership with the licensee through this cooperation. To keep abreast of current trends, Mattel has actively expanded its licensing cooperation channels with e-commerce, retailers and manufacturers while maintaining its original, traditional licensing model, tripling licensing operations in China in the past four years. This strategic cooperation with Tencent QQ will once again expand the areas of Mattel’s licensing operations.

About Mattel

Mattel is a creations company that inspires the wonder of childhood. Our mission is to be the recognized leader in play, learning and development worldwide. Mattel’s portfolio of global consumer brands includes Barbie®, Fisher-Price®, Hot Wheels®, Mega Bloks® and Thomas & Friends®, among many others. Mattel also creates a wealth of lines and products made in collaboration with leading entertainment and technology companies. With a global workforce of approximately 31,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations. Visit us online at www.mattel.com.

For more information, please contact:

Zhang Wen
Weber Shandwick
T: +86 10 8569 9755
Email: wzhang2@webershandwick.com