Playhouse Disney Signs DTR Partnership with Early Learning Centre

Playhouse Disney and Disney Consumer Products have signed a Little Einsteins deal with Mothercare-owned specialist retailer Early Learning Centre.

The preschool range will be supported with on-air sponsorship of allLittle Einsteins programming on the channel during May and June. As part of the deal, Early Learning Centre is promoting the Playhouse Disney brand in-store with a competition for parents and preschoolers to winLittle Einsteins goody bags including toys from the new range, DVDs and books. The competition is being promoted across all Early Learning Centre stores with leaflets, Playhouse Disney branding, Little Einsteins theme music playing in-store and brandedLittle Einsteins activity pages in the stores’ playtime.

Early Learning Centre stores will also be giving away 300,000 Playhouse Disney sampler DVDs featuring episodes of Mickey Mouse Clubhouse and My Friends Tigger & Pooh. The sampler DVD is part of a wider marketing initiative to promote key Playhouse Disney properties to 5 million U.Kk households. To date, 2 million DVDs have been distributed through key retailers such as Toys R Us, Asda, Woolworths, and Disney Store.

Mike Connolly, vice president, retail sales and marketing, Disney Consumer Products says: “Product innovation and quality is core to Disney Consumer Products and this new range offers compelling products that really capture the key learning elements of the program.”

Early Learning Centre commercial director Caroline Lee says: “We are all very excited about the partnership with Playhouse Disney and the launch of Little Einsteins products in our stores. 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 Early Learning Centre a destination store for families nationwide.”