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Boise startup brings its toys to Target stores

A Boise startup just took its products to retail – big-time retail.

A small selection of developmental toys from Lovevery is now available at some Target stores and the Target website.

The company launched its first toy in 2017, as BoiseDev told you last year. It expanded in recent years to a number of developmental toys aimed at a child’s growth stages from ages zero through four years old. It says the toys follow the Montessori model of early childhood learning that emphasizes independent learning by children.

Until now, Lovevery (pronounced love-every) sold its products directly to parents, and as part of a subscription box. The new partnership brings the products to the aisles of the large general merchandise retailer.

“Introducing an exclusive Lovevery line for Target allows us to make our early learning system even more accessible to families across the country,” CEO Jessica Rolph told BosieDev. “While a subscription to our flagship Play Kits program is still the most holistic, convenient option for parents, having a collection at Target offers an enhancement to those seeking more. It also provides a greater opportunity for new customers to discover Lovevery for the first time.”

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The company notes online that the toy kits available in Target locations also include weekly “stage-based” emails, a digital play guide as well as tutorials and videos.

Target amped up its focus on the toy and baby categories in recent years in the wake of the bankruptcy and closure of Toys R Us and Babies R Us stores in 2018. It expanded store space allotted to toys and signed large-scale partnerships with brands like Disney, which will launch branded pop-ups in select locations.

Lovevery products will show up in the baby aisle at some Target locations – but for now, they aren’t available at any Idaho stores. Four toys are currently listed online, including The Play Gym, plus toy collections for infants, babies, and toddlers.

“We’ve seen incredible demand in response to Lovevery’s introduction into Target so far, with quick sell-throughs outperforming our forecasts,” Lovevery President Rod Morris said. “Moving forward, we have plans through the end of the year to expand our Target presence with inventory replenishments and adding additional store locations across the country.”

Lovevery follows Boise-based Saalt into retail at Target. The maker of menstrual cups launched products at the retailer in 2018.

Don Day - BoiseDev editor
Don is the founder and publisher of BoiseDev. He is a National Edward R. Murrow Award winner and a Stanford University John S. Knight Fellow. Contact him at [email protected].

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