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Comfort, Play & Teach:
A Positive Approach to Parenting™
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Atlantic Superstore and Invest in Kids

Despite the first store opening in August, 1986, Atlantic Superstore was born with a rich history in Canada’s Atlantic Provinces. Their parent company, Atlantic Wholesalers Ltd., dates back to the beginning of the 20th century.

With its growth in Atlantic Canada—today the company runs stores under the banners of Atlantic Superstore, Atlantic SuperValu, IGA, Atlantic Save Easy, Omni, Red & White, Foodtown, Foodmaster, Quik Mart, Smart Cart and Valu-Mart—came a need and interest to become more involved in Canada’s charitable sector.

This year, through its Invest in Kids partnership, Atlantic Superstore introduced the Comfort, Play & Teach™ Community Room Program. This in-store program features interactive sessions for parents and children, aged 3 to 5, encouraging children’s readiness to learn. The goal of the program is to help prepare children gradually for the transition to school.

Mark Innes, married for 13 years to his wife Debbie, with two children Olivia, 10 and Noah, 7, can appreciate how important that transition to school is. Mark, who has been with Atlantic Wholesalers head office for 13 years, is a true believer in the Atlantic Superstores/Invest in Kids partnership. “Our main goal in the Upstairs Community Rooms at our Superstores is to provide fun and educational programming for our core customers (women and their children),” says Innes. “We believe by partnering with Invest in Kids, it enables us to offer an exceptional program where parents (or caregivers) and their kids can have fun and learn together in a convenient, comfortable and safe environment.”

Also launched this year was the Comfort, Play and Teach Centre during the 2006 Get Set For Life Tour. The 50-minute live stage show tour made stops in four Atlantic Canada cities and featured the innovative Comfort, Play & Teach Centre. This interactive play area for parents with young children is a place to learn about our Comfort, Play & Teach approach to Positive Parenting, and allows parents to take home materials to help them make the most out of simple, everyday moments with their child—a great way for Atlantic Superstores to fulfill its mandate of sustaining initiatives supporting families.

Between October and December, 2006, Atlantic Superstore customers in New Brunswick, Prince Edward Island and Nova Scotia will be able to visit the Comfort, Play and Teach Centre in their own neighbourhood! The Centre will tour Atlantic Superstores locations and will allow mums and dads to truly add value to their shopping experience – by making their time in-store also a time to comfort, play with and teach their children.

In the fall of 2006 Invest in Kids extended the "We Recommend" program to include toys. Atlantic Superstore has been highlighting the toys for young children that the experts at Invest in Kids have recommended. In this way, atlantic superstore customers who are purchasing toys for young children, can choose those that also have the added benefit of contributing to the child's social, emotional, intellectual or motor skill developement.

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