Children's early play experiences have a profound and lasting effect on their social, emotional and intellectual development.

The fantastic toys at Early Learning Centre (ELC) are designed to stimulate the senses, promote active problem-solving, help children connect with others, learn about themselves and make sense of their world.

ELC toys take pride in offering you a range of stimulating toys guaranteed to make life's first and most important lessons as much fun as possible.

Hundreds of new toys have been hand picked to ensure optimal learning and maximum fun. Each and every toy in the ELC range has been designed to bring happiness and wonder to children and parents alike, which is why we constantly reject the trend towards more violent and anti-social toys.

Early Learning Centre was founded over 30 years ago in England by a father, John Beale who was frustrated at the lack of non violent toys for his small son. So he set about making his own toys and opened his first store. Today there are 240 stores in the UK , and over 120 more worldwide, and the philosophy of rejecting toys that encourage violent or anti social behaviour remains true to this day.

We opened our first Australian store in 1998 and opened our 30th store in late 2007. The reaction to the ELC brand has been tremendous and we'd like to thank all of you, Australia 's parents and care givers for the support and enthusiasm with which you have embraced ELC.

To find our Store nearest you use this link. http://www.kidscentral.com.au/elc/stores.aspx