January 2022

Addo Play Ltd reveal their Early Learning Centre partnership with Target Australia which will see the brand launch in 120 shop-in-shops across Australia.

Addo Play Ltd (part of TEAL Group Holdings) are delighted to announce a brand-new multi-year partnership between national Australian retailer, Target Australia, and the award-winning and trusted early years British toy specialty brand, Early Learning Centre.

This exciting collaboration will feature Early Learning Centre’s best-selling toys in multi-bay shop-in-shops in all of Target’s 120 stores across Australia. The in-store activity will include full ELC branded point of sale. Alongside this in-store launch, there will be an Early Learning Centre online brand store on Target.com.au, all supported by strong marketing initiatives that offer rich engagement and developmental content for families with children.

With nearly 50 years of expertise in creating high-quality innovative preschool toys, Early Learning Centre has a strong heritage as a world-class early year’s toy specialist with timeless products that support every child’s unique path of development.

The Early Learning Centre’s range at Target Australia will initially feature 95 of their best-selling products across several core categories including Baby, Toddler, Imagination, Learning and Creativity. These key developmental stages enrich play from birth through to age five and will help support Australian parents with their child’s early years learning through a diverse range of developmental benefits.

Within the Baby category, children can explore their senses and develop hand-eye coordination and fine motor skills with toys from Blossom Farm, Little Senses and the Plush range. For Toddlers, there are key toys that encourage social skills and discovery of the world which can be found in Bathtime and Classic Wooden Toys along with the award-winning playset range, Happyland. To help children explore their imaginations there are the Rosebud, Let’s Pretend and Let’s Pretend Wood ranges and to encourage early learning there are options introducing children to have fun with learning games or to fuel their creativity with Arts & Crafts toys.

“With Early Learning Centre, children are at the heart of everything we do” explains David Martin, Co-Founder and CEO of Addo Play Ltd. “Using our ‘knowledge of developmental play,’ we thoughtfully design unique and timeless preschool toys for all ages and stages that can be passed down from generation to generation. Target Australia is all about inspiring families to live better by delivering quality products at affordable prices. Coupled with their expertise and stature in the market, we are extremely delighted to partner with them and their amazing team on this exciting project.”

Simon Cassie, Business Manager – Toys, Target Australia, leads on to say “At Target Australia, we’re on a mission to inspire families to live better by delivering real quality products at affordable prices and we’re so excited to be collaborating with Early Learning Centre, a renowned company, to give families another reason to create special moments together. From wooden toys to arts and crafts and more, our new range with Early Learning Centre will allow our littlest ones to let their imaginations run wild and inspire them to create magic every day.”

Early Learning Centre will be launching 120 new Early Learning Centre shop-in-shops nationally at Target Australia stores, via an online brand page on Target.com.au and on the Target app available in the app store for Easter 2022. This launch will be supported locally by toy distributor Modern Brands and will feature a comprehensive, customer-focused range of 95 curated preschool toys that support children’s learning and development through play from 0 months to 5 years old.

Media Contact
Brittany Simpson, Public Relations Manager for Target Australia
Email: Brittany.Simpson@kmart.com.au

Pete Fuller, UK and International Marketing Manager for Addo Play
Email: PR@addoplaystg.wpengine.com