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Target Australia launches Early Learning Centre in-store and online

Addo Play has revealed a new multi-year partnership between Australian retailer, Target Australia, and the early years toy brand, Early Learning Centre.

The collaboration will see Early Learning Centre’s bestselling toys in multi-bay shop in shops in all of Target’s 120 stores across Australia.

The in-store activity will include full Early Learning Centre branded point of sale. Plus, alongside the in-store launch, there will be an Early Learning Centre online brand store on

The Early Learning Centre’s range at Target Australia will initially feature 95 products across several core categories including Baby, Toddler, Imagination, Learning and Creativity. The 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.

The baby category includes toys which help children to explore their senses and develop hand-eye coordination and fine motor skills from the Blossom Farm, Little Senses and Plush ranges; while for toddlers, toys from the Bathtime and Classic Wooden ranges help to encourage social skills and discover the world, along with the award winning Happyland play-set.

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 and 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. “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 at 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 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.”

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