Chad Valley launches Playtime app

Argos' pre-school brand teams up with Parragon Books for free learning-based app.
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Chad Valley Playtime has just hit the App Store in the UK and Europe, allowing kids to learn and play at the same time.

Chad Valley is Argos’ exclusive pre-school toy brand. It has teamed up with Parragon Books for the iPad app, which includes animated storybooks, hand-eye coordination games, digital colouring-in pages, jigsaw puzzles and nursery rhymes with a touch-and-play keyboard.

The Playtime app also includes a help guide for parents.

Caroline Jones, Chad Valley’s product manager at Argos, said: “Since Argos acquired Chad Valley in 2009 we have successfully extended the brand into new areas such as books, e-books and clothing, and we are excited to build on this by taking this traditional play brand further into the digital space.

“We are seeing significant growth in technology products for children; parents and children can now get all the benefits of interactive learning and app-based functionality from a brand they remember and love.”

The Chad Valley Playtime app is available for free on the Apple App Store. A £1.99 in-app content pack can also be purchased. An iPhone version is in the works.

Argos parent Home Retail Group acquired Chad Valley from Woolworths in 2009 for £5 million.

Read the September issue of ToyNews for an-depth profile on Chad Valley. The magazine is out at the end of August.

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