Early Learning Centre to launch in-store and online at Target Australia

Addo Play Ltd (part of TEAL Group Holdings) has announced a new multi-year partnership between national Australian retailer, Target Australia, and early-years British toy specialty brand, Early Learning Centre.

The collaboration will see Early Learning Centre’s best-selling toys featured 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 engagement and developmental content for families with children.

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.

Within the Baby category will be 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, while youngsters can explore 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 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 delighted to partner with them and their amazing team on this exciting project.”

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.


About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

Check Also

John Whaite fronts brand-new audio baking collection from Yoto

Yoto, the audio platform for kids behind the critically acclaimed and award-winning Yoto Player and …