Early Learning Centre

The Early Learning Centre is a British chain of shops selling toys for very young children. Originally set up as a mail order company in the 1970's; it has grown to include 215 shops in the UK and over 80 in 19 other countries such as Qatar, the United Arab Emirates, Canada and Australia. In addition, their toys are available in selected Debenhams, Boots and Sainsbury's. In the 1980's ELC opened a number of "nursery stores" which sold equipment such as puschairs and cots. John Menzies rescued Early Learning Centre after the failure of this new venture. After some years, the company's board of directors led by Mike France, bought the company back before selling it to Tim Waterstone (who founded Waterstones bookstores). More recently, Early Learning Centre was purchased by Mothercare.

They are known for selling products which use wood such as plywood and Chinese Maple and other non-plastic materials as well as top quality plastics, which are designed to be educational, and which are designed to be tough and safe for children to use. They work in partnership with the Royal Society for the Prevention of Accidents (RoSPA) to ensure their toys are of the highest standard. Their philosophy is learning through play with all stores devoting tuesday mornings to "playtime" where parents can bring their children to participate in organised activities and playtest the toys.

The chain had stores in the United States until the early 1990s.

Other meanings of the word

In Australia and New Zealand, Early Learning Centre (often abbreviated to ELC) also means preschool or kindergarten.

External links

* [http://www.elc.co.uk/ ELC Official site]
* [http://www.rospa.com/ RoSPA Official site]