Mike Snider

USA TODAY

Mattel is expanding its relationship with e-commerce giant Alibaba to include development of new toys specifically for the Chinese marketplace.

Alibaba and the maker of Barbie, Hot Wheels and Fisher-Price toys announced a partnership Tuesday to promote educational and learning play products across the Chinese retailer's business-to-consumer shopping site Tmall.com and other online outlets including social network site Weibo.

Mattel will also team with Alibaba's A.I. Lab to develop new interactive learning toys and products. Entertainment content based on Mattel products will be expanded -- Thomas the Tank Engine cartoons already play in China -- and offline retail sales will be explored, too.

"Play has a tremendous impact on a child's cognitive, social and emotional growth," said Mattel CEO Margo Georgiadis said in a statement. "By combining Mattel's unmatched expertise in childhood learning and development, with Alibaba's immense reach and unique consumer insights, our goal is to help parents in China raise children to be their personal best."

Shares of Mattel (MAT) were down 0.9% in early trading Tuesday to $25.67 after rising more than 2% in premarket trading.

Mattel began selling toys on Tmall.com shopping website six years ago with Fisher-Price being the top seller for five consecutive years on Alibaba's Nov. 11 Singles Day shopping festival, according to a story about the Mattel-Alibaba deal on Alizila, Alibaba's in-house news site.

With China's easing of its one-child policy, Mattel sees a market opportunity for toys, especially if the toy maker can convince Tiger Moms that playtime is as educational as schoolwork. “Toys and play are an important part of a child’s early development, helping to drive IQ and EQ development,” said Patty Wu, Mattel's vice president of China Growth, to Alizila. “We want to coach parents on how to maximize their child’s development through play, which not only includes physical development, but also social, emotional and cognitive aspects.”

Product development will begin immediately, the companies said, with the first products due mid-2017.

"We look forward to supporting Mattel's growth through our robust data and commerce technology infrastructure, which will help to elevate their overall business from product development to brand-building to rural penetration for this unique and massive market," said Alibaba Group CEO Daniel Zhang in a statement.

Follow USA TODAY reporter Mike Snider on Twitter: @MikeSnider.