Mattel's Fisher Price has announced plans to enter China, targeting children under six.
Wang Junfeng, manager of Fisher Price China, says the first batch of toy counters and kiosks will be set up at top grade supermarkets and department stores such as Beijing's Lufthansa Friendship Shopping Mall and Modern Plaza by the end of the year.
The price of Fisher Price toys will be between RMB200-500, which is higher than domestically-made toys of the same grade.
Unlike its competitors, Fisher Price says its toys will pay attention to children at different ages and subdivide the toys for babies into 3 months, 6 months, 500 days.
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