Addo Play (part of TEAL Group Holdings) has announced a multi-year partnership between Australian retailer Target Australia and the award-winning British toy and early years development brand Early Learning Centre.

This collaboration will see 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, there will also be an Early Learning Centre online brand page on and on the Target app, available in the App Store for Easter.

The launch will initially feature 95 preschool products across core categories including Baby, Toddler, Imagination, Learning and Creativity. Within the Baby category, children can explore their senses and develop hand-eye co-ordination and fine motor skills with toys from Blossom Farm, Little Senses, and the Plush range. For Toddler, 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 Imagination, 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.

David Martin, co-founder and CEO of Addo Play, said: “With Early Learning Centre, children are at the heart of everything we do. 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.”

“Target Australia is all about inspiring families to live better by delivering quality products at affordable prices”

Simon Cassie, business manager – toys of Target Australia

Simon Cassie, business manager – toys of Target Australia, added: “At Target Australia, we’re on a mission to inspire families to live better by delivering real quality products at affordable prices. We’re so excited to be collaborating with Early Learning Centre to give families another reason to create special moments together. From wooden toys to arts & 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.”

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