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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.
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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.’
Baby Brands Direct distributes the hit baby journal that sold more than 350.000 copies and is now available in unisex, pink girl and blue boy themed editions. Our customers have also enjoyed successful sales of pregnancy, grandparents, baby to five, mother and toddler journals. Our latest top rated items are the deluxe unisex design and my baby’s first year journal. You will also find Tiny Love double sided books that accompany baby as his sense of sight develops over the first months of his life. Our Baby & Toddler books recommendations include soft books in different colour schemes with textures and sounds to stimulate the senses.
Holding on memorable moments is as important as looking after for the little ones. With our versatile books and journals range, you can also hold on successful merchandise.