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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.’
According to researchers, these playthings have unique advantages over other toys because kids know that a plush puppy or a princess doll represents a living thing; they can relate and attach emotions to. Playing with these "friends" allows kids to explore their complex feelings. Stuffed animals also give 2- and 3-year-olds the chance to master people skills, improve their vocabulary, and much more.
Paediatrics strongly recommend fluffy toys for boys as toys flexes boys’ language, a recent growing trend that has been turning over quick sales in the plush toy market. Baby Brands Direct considers all these facts whenever we are updating our catalogue. Our clients are assured to quickly tap into the latest trends with up-to-date trendy toys.