Canada’s Spin Master and Chinese tech giant Alibaba have signed a strategic partnership to build the Spin Master brand in China by creating a digital platform for retail and using data-powered marketing.

The two companies intend for the partnership to be mutually beneficial, and will be launching more Spin Master brands and toys in the Chinese market over the next few months.

Alibaba signed a similar deal with Mattel back in 2017, selling the toyco’s playthings on Tmall, and sharing key consumer insights to help Mattel develop tech toys and learning resources specifically aimed at Chinese kids.

International growth is a current trend for Spin Master, whose international sales for 2017 increased to 34.7% of gross product sales, as a result of expanding its distribution networks, increasing internal sales capabilities in its existing offices and widening its product offering.