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

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 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

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