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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.’
Entertainers and walkers sell very well for many reasons. Firstly, parents buy them because they are easily portable and guarantee the baby is safe while allowing the parent to rest. Secondly, they are engaging for the little ones, combining several whole-body activities that combine multiple senses in play. For instance, entertainers or also called activity centres allow baby to bounce, walk/spin around, use their hands to manipulate little toys, and learn cause-and-effect relationships. Parents also find them to be a good investment because the latest items can be adjusted as the child grows thus prolonging the product life cycle. According to paediatrics walkers are a fantastic way to stimulate child’s movement as it helps strengthening the right muscles for walking.
Baby Brands Direct clients can choose from a variety of activity centres as well as push and pull toys. Coming in interactive colours, you will find trendy designs of cars, trucks, wagons, animals and many more.