The plan is to launch a variety of new products for babies and toddlers.
"Mattel has adopted a multi-industry and multi-channel licensing strategy in the Chinese market," Broegger, of Mattel, said.
The policy has paid off with the company registering double-digit growth in China's licensing business during the past five years.
But despite rapid expansion, there is still room for development in the image rights market because of low average consumption.
Data released by LIMA showed that China's retail licensing turnover was just 3 percent of the global total.
Figures also highlighted average consumption per capita of licensed products was only 5.43 yuan ($0.82) annually. That was just 5.8 percent of Japan's total.
Still, Broegger is confident the market will expand in China and the region as a whole.
"The contribution of the licensing business in the U.S. and UK is much higher than in China," he said, adding that there was room for growth in the world's second largest economy.
