The Early Learning Centre (ELC) has been a seller of babies, toddlers and small children’s toys since 1974. Their toys are designed to be primarily about play, with a focus on educational and developmental aspects. They were purchased by Mothercare in June 2007 for £85 million. They have since expanded the high street presence of ELC by opening additional stores; mainly as concessions within over 100 existing Mothercare stores. Keep an eye out for regular promotional codes and sales.