About Us

ELC Toys is your online shopping destination for the region's best children's toys and games. We are the Official Franchise Partner of Early Learning Centre in the GCC and as such is the only online store that carries the entire range of Early Learning Centre educational toys. Furthermore, we have developed our own range of Toy School branded products for children from 0-8 years old, which offer uncompromisingly high quality at competitive pricing.

ELC Toys is proud to partner with all the biggest names in children's toys such as Hasbro, Mattel, Step 2, Fisher-Price & many, many more. To enjoy the full range of kids toys we carry please click here.

The Early Years

Early Learning Centre was established in 1974 by John Beale, whose vision was born out of personal frustration – he simply couldn’t find sufficiently inspiring toys for his own children.

This 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, Early Learning Centre was acquired by Mothercare in 2007 where they continued to grow the brand’s international following. 

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.

We are committed to creating quality products and bringing innovation through new product design, as well as continuing to make the much loved and trusted toys we all know and love.

We are committed to making Early Learning available all over the world.

With 72 shop-in-shops in Mothercare UK and 520 international stores, we want to make the benefits of learning and development through play available to all.