About Early Learning Centre

Play, learning and imagination since 1974

For more than five decades, Early Learning Centre has believed that the right toys can do more than entertain. They can encourage curiosity, imagination, confidence and new skills through play.

Created around a simple belief: children learn through play.

Historic Early Learning Centre catalogue

Since 1974 Inspiring play for generations

Our story

It started with a simple idea

Early Learning Centre was established in 1974 by John Beale after he struggled to find sufficiently inspiring toys for his own children. His idea was to create a toy business that would inspire and stimulate children to develop as they played.

Over the years, ELC grew into a much-loved brand for families in the UK and around the world. In 2007, the brand joined Mothercare and continued to grow its international following.

Our journey

More than five decades of learning through play

From one parent's search for more inspiring toys to a brand enjoyed by families around the world, our purpose has always been rooted in purposeful play.

1974

Early Learning Centre begins

John Beale establishes ELC after searching for more inspiring toys for his own children.

Growing years

A brand families came to trust

ELC grows from its original idea into a much-loved toy brand for families in the UK and around the world.

2007

A new chapter with Mothercare

Early Learning Centre joins Mothercare and continues to build its international following.

Today

The purpose remains the same

ELC continues to champion toys that make play enjoyable while encouraging children to explore, imagine and develop new skills.

Where playing is learning

Play with a purpose

Different kinds of play give children different ways to explore ideas, practise skills and discover what they enjoy.

Creativity

Open-ended play gives children space to experiment, make choices and express their own ideas.

Problem solving

Puzzles, building and discovery play encourage children to try different approaches and work things out.

Imaginative play

Pretend play lets children create stories, explore roles and turn everyday moments into new adventures.

Physical development

Active play supports movement, balance, coordination and confidence as children explore what their bodies can do.

Social skills

Playing together creates opportunities to share, communicate, take turns and enjoy experiences with others.

Hand-eye coordination

Hands-on play helps children practise control and coordination through stacking, drawing, building and making.

Keep exploring

Find the next favourite way to play

Explore new toys online or visit your nearest Early Learning Centre store in the UAE.

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