The Early Learning Centre dates its origins to 1974 when it was established as a mail-order business offering toys and books with educational content. The first ELC retail store opened in Reading later the same year and continued its High Street expansion particularly under the ownership of John Menzies plc who purchased the firm in 1985. Mothercare PLC, took ownership of the company in 2007 and the brand is currently available in approximately 150 UK stores and 360 franchise stores abroad.
Their mission statement is, ‘to do all we can to help parents help children grow into happy, self-confident people.’ As such their toys are designed to enable toddler to discover a variety of textures, colours and sounds to stimulate their educational development. Baby Brands Direct is responsible for supply to independent retailers of these baby toys. Intended to incorporate traditional play value they are also recognised for using techniques such as ultra-sonic welding and virgin plastics to ensure the products withstand rough use by eager hands.
Baby Brands Direct brings to the nursery industry, a selection of the best branded and quality activity toys and crafts available. As a leading wholesaler direct to trade we take pride in providing award-winning brands including Tomy, Fisher-Price, Oball, Tiny Love, Brights Starts, along with licensed character toys like Thomas, Winnie the Pooh and Peppa Pig, Mega Bloks, Bing, East Coast, Frozen Fashion and the bestseller, Baby Einstein . Clients can browse a wide range of categories including activity centres, phones & gadgets, high chair toys, toddler activity toys, activity toys, cars, trains & planes, shape sorters & puzzles, imaginary play, learn to crawl, understanding music, activity arches, spirals & bars and aqua draw fun.
According to 2014 point-of-sales data from The NPD Group, the Building Sets and Arts & Crafts categories grew by 13% and 3%, respectively, proving that kids love to create interesting structures, designs, inventions and other projects that will set them apart from others and let their talents shine through.
ELC have a legendary reputation, manufacturing toys to consumers which are safe, recyclable and always focused on aiding child development. The brand, its logo and positive heritage make it is highly recognisable and familiar to consumers; a trusted household name. Baby Brands Direct is an appointed nursery wholesaler of Early Learning Centre products to the independent trade. It supplies a variety of baby product categories including gyms and playmats, walkers, activity toys, cot soothers and development toys. ELC says, ‘We create fantastic toys – toys that help develop vital skills, toys that help children get off to the best possible start, and toys that are tremendous fun.’
Furthermore, the NPD Group’s Retail Tracking Service reports that the total toy market for 2014 was in the $22 billion range and it continues growing. With the exponential growth comes the wide variety of goods that Baby Brands Direct carefully selected to present you with profit driven toys and crafts that will grow your business too.
In the following pages you will find open-ended toys and games to help promote creativity, problem-solving skills and electronics that attract tech-savvy kids. You are also able to access items that follow the mini madness trend of toys that come in small packages at a lower price point. The subcategories include smart play items with educational purposes which have been massively favorited by parents. Retailers can make the most of the ever green aquatic-themed trend or choose from several dolls, games, outdoor toys and more.