Target’s New Open the Joy Collection Helps Kids Develop Emotional Intelligence

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Ope the Joy collection

Target has a new line of activities that help kids learn through play!

If you’re looking for fun ways to help your child’s brain develop, there are plenty of educational toys to be found. If you’re looking for a way to help develop your child’s heart, Target is welcoming their new Open the Joy brand that is designed to do just that!

woman and child on pile of Open the Joy products

Open the Joy is a company that Shalini Samtani and her six-year daughter Aria started when Aria was diagnosed with a rare disease.

After months of working alongside pediatric psychologists, Open the Joy began its mission of providing families with fun ways to help kids build emotional intelligence (EQ) through purposeful play. In addition to selling specialized games and arts & crafts kits, the company also donates activity kits directly to the bedside of hospitalized children in need.

Open the Joy products are now available both in-store and on Target.com. The items are priced from $3.99 – $49.99, and they include fun activities to help kids ages 4 and up navigate everything from a hospital stay to a rainy day, and all the feelings in between.

Here are a just few of our favorites:

father & son using anger management cards


girl holding Open the Joy card set


kids playing with contents of rainy day box


kids using contents of Gratitude Box


kids unboxing "feel better" gifts


Make a teacher’s day by helping them clear their back-to-school supply list!

Join The Discussion

Comments 3

  1. Klp

    This sounds great! I used to teach 3-5 year olds with special needs and used a curriculum that focused on emotional intelligence. It was so helpful! I’ve also been in general Ed classrooms where the students could really benefit from this. It’s sooo needed in schools. Kids can’t learn when they are struggling emotionally and it’s an important skill to have as they grow and take care of their mental health. I can’t wait to take a look at this!

  2. MaaMaaBear

    These look so great, but I wish more were available in store for pick up!

  3. Jamyules

    These are the best! We love them

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