Reinforcing its aggressive retail expansion, world's largest toy maker Mattel has partnered with FirstCry - the online baby and kids store. This partnership will enable Mattel’s Fisher-Price to expand its reach and engage with millennial parents while strengthening its market position. Further, the eCommerce partnership is in line with Mattel’s strategy to enhance accessibility of Mattel’s products and provide greater value for money to consumers. Mattel is also focusing on exclusive brand stores on FirstCry platform, thus enhancing its online presence. Commenting on this, Ishmeet Singh, Country Manager, Mattel India 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 eCommerce presence to empower parents with the best options is one step in our larger plan to grow the market in India." "We are happy to partner with an organisation 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.” Commenting on the association, Supam Maheshwari, founder & CEO of FirstCry.com said, “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.” The Fisher-Price range on FirstCry includes a wide range of toys for new-born babies and toddlers as well as building blocks from the Mega Bloks range and toys from the line of Thomas and Friends; baby gear like portable cots, strollers, feeding bottles and other developmental products like convertible gyms and learning tablets.