Little Einsteins looks to Early Learning Centre

Playhouse Disney signs major deal to support new pre-school range with retailer.
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Playhouse Disney and Disney Consumer Products are joining up with Early Learning Centre stores for a new line of Little Einsteins pre-school products.

The new range based on the show will be supported with a major two-month on-air sponsorship of all Little Einsteins programming on the channel. The campaign will run from May until June 30th and will include on-air and online promotion of the new range. A series of dedicated sponsorship bumpers have been created to run either side of Little Einsteins on Playhouse Disney and are based around the show’s key themes of music and art.

As part of the deal, ELC will be promoting the brand in-store with a competition for parents and pre-schoolers to win a Little Einsteins goody bag including toys from the range, DVDs and books. The competition will be promoted extensively across all ELC stores with leaflets, Playhouse Disney branding, plus the show’s theme music playing in-store. Branded Little Einsteins activity pages will also be added to the stores’ playtime packs for customers to get a taste of the show throughout the sponsorship period.

In addition to all of this, ELC outlets will be giving away 300,000 Playhouse Disney sampler DVDs featuring episodes of the channel’s key franchises including Mickey Mouse Clubhouse and My Friends Tigger and Pooh.

“Like Early Learning Centre, our mission is to help pre-schoolers develop by making learning a playful, fun experience through engaging and interactive properties,” said Nicoletta Gelli, VP of brand marketing at Disney Channels EMEA.

Mike Connolly, VP of retail sales and marketing at DCP, added: “Product innovation and quality is core to DCP and this new range offers compelling products which really capture the key learning elements of the programme.”

Caroline Lee, the ELC’s commercial director, commented: “At Early Learning Centre we create fantastic toys – toys that help develop vital skills and help kids get off to the best possible start and toys that are tremendous fun. Our passion for learning through play and our commitment to quality make ELC a destination store for families nationwide.”


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