Early Learning Centre was founded in 1974 to provide a range of "learning through play" toys for pre-school age children (0-6 years).

The company has grown to become one of the leading UK retailers in its sector with 213 stores throughout the country. ELC products are also available in 54 Debenhams stores and 300 Sainsbury's stores in the UK.

The majority of ELC toys are designed in house and ELC branded. The company works with suppliers and partners worldwide to ensure that its products are manufactured to the highest quality standards