Where playing is learning

Welcome to the Early Learning Centre shop! Your one stop shopping destination for the region's best children's toys and games. We are dedicated to bringing you a fun and inspiring selection of high-quality toys that inspire learning, creativity, physical development, motor skills, and endless hours of fun for children of all ages and parents alike!

We are the only online store that carries the entire range of Early Learning Centre educational toys and have developed our own range of Toy School branded products for children between the ages of 0 - 8 years old which offer uncompromisingly high quality at competitive pricing. We are also a proud partner with the most popular and beloved names in the children’s toy industry such as Hasbro, Mattel, LEGO, Disney, Step 2, Fisher-Price & many more. Discover the full range of Baby and Kids Toys.

Early learning Centre's range of toys help the development of your little ones at all ages. Welcome your child to the world with our selections of baby toys, teethers, rattles, rings, squeeze toys and others. As they grow older you can shop from educational and developmental toys that will help them learn, discover, build skills all while playing.

Shop everything from dolls to action figures, arts and crafts to educational toys, and playsets to outdoor toys which we also help install and assemble. For our older kids, don't forget to check out the latest toys from your favorite movie or TV Show including collectibles, figures, and accessories.

We are the official Franchise Partner of Early Learning Centre in the GCC including United Arab Emirates, Saudi Arabia, Oman and Qatar. Come check out our website or visit any of our stores today to discover why we are the preferred destination for families both kids and adults alike.

Don't forget to join our mailing list to stay up to date with all the latest toy trends, must haves, deals and more!

Welcome to the family, let the fun begin..

Our history The Early Years

Early Learning Centre was established in 1974 by John Beale. His vision was born out of a personal frustration as a devoted father who faced a problem many other parents were facing - he simply couldn't find sufficiently inspiring or challenging toys for his own children to develop proper skills.

Determined to fill this void in the market, John embarked on a mission to establish a toy business that would not only entertain but also stimulate young minds and foster their development through play. Thus, the foundation of Early Learning Centre was laid. Thus his dedication was his inspiration; to create a toy business that would inspire and stimulate children to develop as they played.

After building the Early Learning Centre to a much loved and trusted brand by families across the UK and globally, the story of ELC took another significant turn in 2007 when it was welcomed into the Mothercare family. From there they continued to grow the brand's international following allowing even more children to benefit from the enriching play experiences ELC had to offer..

Our future Early Learning Centre today

In March 2019, Early Learning Centre was acquired by The Entertainer with a clear vision; to support parents with their child's early years learning and development through play.

At Early Learning Centre, we are passionate about producing top-notch goods that encourage imagination, creativity, and beneficial learning opportunities. We attempt to incorporate innovation into every new product design while maintaining the beloved and dependable toys that have brought delight to countless children because we believe in the beauty of play and its capacity to mold young brains.

Our mission goes far beyond national boundaries. We are committed to making Early Learning available to all families and kids around the world. We are dedicated to ensuring that the advantages of learning and development through play are accessible to everyone. With a growing presence of 72 shop-in-shops in UK and 520 overseas outlets.

We invite parents and kids to join us on this adventure as we learn about the joys offered by Early Learning Centre, a place where playtime is not only enjoyable but also a crucial component of a bright and exciting future. Let's explore the limitless opportunities that result from embracing the magic of play-based learning together.

Our stores are open 7 days a week, all year round. Check out our Terms & Conditions, Privacy Policy, FAQ, Store Locator, and Contact, for further details. 

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