ELC heads down under thanks to Target Australia

Published on: 20th January 2022

Addo Play has revealed details of its Early Learning Centre partnership with Target Australia which will see the brand launch in 120 shop-in-shops across the country.

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

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

The Early Learning Centre’s range at Target Australia will initially feature 95 of its 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, toys that encourage social skills and discovery of the world can be found in Bathtime and Classic Wooden Toys along with the award-winning play set range, Happyland. The Rosebud, Let’s Pretend and Let’s Pretend Wood ranges will help children explore their imaginations and to encourage early learning there are learning games or Arts & Crafts toys.

“With Early Learning Centre, children are at the heart of everything we do” explained David Martin, co-founder and CEO of Addo Play. “Using our knowledge of developmental play, we thoughtfully design unique and timeless pre-school 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 its expertise and stature in the market, we are extremely delighted to partner with it and its amazing team on this exciting project.”

Simon Cassie, business manager – Toys, 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, 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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