To enhance its e-commerce presence Mattel Toys partners with FirstCry.com

Mattel Toys has partnered with FirstCry.com to help Fisher-Price to better reach and engage with millennial parents.

The e-commerce partnership will help Mattel focus on opening exclusive brand stores on Firstcry platform, thus enhancing its e-commerce presence.

Ishmeet Singh, country manager- India, Mattel Inc. said, "We are a creations company and strongly believe in the wonder of childhood. Our goal is to provide the best experience to children across the country. Strengthening our e-commerce presence, to empower parents with the best options in one step is our larger plan to grow the market in India. We are happy to partner with an organization like FirstCry that is like-minded in their efforts to enable affordability and ease to millennial moms to provide the best care for their babies."

Supam Maheshwari, Founder, CEO, FirstCry.com, said, "We are delighted to partner with Fisher-Price for Mother's Day celebration. This association is a step towards providing Indian parents with the complete range of toys which aid towards growth and child development. Fisher-Price and FirstCry are two of the most loved brands amongst parents and we aim to continue to bring joy to parents with such initiatives."