M&S teams up with Early Learning Centre


M&S teams up with Early Learning Centre

M&S has announced a partnership with children’s toys and games retailer, Early Learning Centre

Over 200 toys will be added to the M&S website and app to sit alongside the retailer’s kidswear and gifting ranges for Christmas.

This is M&S’s second guest brand as part of its Never the Same Again Programme announced in May. The retailer said the move is part of its commitment to ‘turbocharging’ growth online.

The curated Early Learning Centre range includes a number of ELC own brand items from cash registers, to pirate ships to farm animals. It also includes some of children’s best loved branded toys including Peppa Pig, Playmobil, Happyland and Paw Patrol.

Stephen Langford, M&S.com director said: “We’ve begun to test & learn opening up M&S.com to complementary brands to broaden appeal and help turbocharge online growth. With more customers shopping online this Christmas than ever before, we wanted to strengthen our offer with a selection of Early Learning Centre toys to sit alongside our popular kidswear & gifting ranges. We have over 200 products that can help make Christmas magical for the little ones from trikes, to train sets to talking soft toys. The Early Learning Centre team is experienced at operating as a guest brand and they offer great quality, great value toys – we’re really looking forward working together.”

In February 2019 the Early Learning Centre was acquired by The Entertainer. There are over 300 ELC stores in the UK and internationally.

Gary Grant, founder and executive chairman of The Entertainer said: “We are extremely proud of our Early Learning Centre brand. It has an amazing heritage, supporting children’s learning and development through play for nearly 50 years. ELC is trusted by parents and grandparents alike, many of whom remember the brand being part of their own childhoods.”

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