Early Learning Centre was established in 1974 by John Beale, whose vision was born out of a personal frustration – he simply couldn’t find sufficiently inspiring toys for his own children. This was his inspiration; to create a toy business that would inspire and stimulate children to develop as they played. After building the Early Learning Centre to a much loved and trusted brand by families across the UK and globally, Early Learning Centre was acquired by Mothercare in 2007 where they continued to grow the brand’s international following. In March 2019, Early Learning Centre was acquired by The Entertainer with a clear vision; to support parents with their child’s early years learning and development through play. We are committed to creating quality products and bringing innovation through new product design, as well as continuing to make the much loved and trusted toys we all know and love. Early Learning Centre toys are now available from ELC.co.uk, all UK Entertainer stores and hundreds of international stores.