Mattel plans to go full steam ahead

Giant toy firm sets out ambitious plans for China growth

Global leading toy producer Mattel Inc, owner of renowned brands including Barbie and Fisher-Price, is enhancing its brand awareness in China with plans to build more Thomas & Friends Towns in major cities and by introducing the first Chinese character to its 70-years-old train story.

Hailey Wu Sullivan, senior director and head of Marketing for Mattel Asia-Pacific, said the company will open its first Thomas & Friends Town in Chongqing in western China in October.