ABOUT EARLY LEARNING CENTRE Children's early play experiences have a profound and lasting effect on their social, emotional and intellectual development. The fantastic toys at Early Learning Centre (ELC) are designed to stimulate the senses, promote active problem solving, help children connect with others, learn about themselves and make sense of their world. ELC take pride in offering you a range of stimulating toys guaranteed to make lives first and most important lessons as much fun as possible.

Hundreds of new toys have been handpicked to ensure optimal learning and maximum fun. When we design our toys we work closely with experts; child psychologists, leading designers – and the real experts, children themselves.  At ELC, we are passionate about helping children get their learning off to the best possible start.

Early Learning Centre was founded over 30 years ago in England by a father, John Beale who was frustrated at the lack of non violent toys for his small son. So he set about making his own toys and opened his first store. Today there are 240 stores in the UK, and over 300 more worldwide, and the philosophy of rejecting toys that encourage violent or anti social behavior remains true to this day.