Early Learning Centre was established in 1974 by John Beale, whose vision was born out of a 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.