Early Learning Centre (ELC) is a leading children's toy company from the UK, owned by Mothercare. It designs and creates toys suitable for babies and children up to the age of seven. ‘Learning through play’ is the corporate ethos at ELC and is more importantly, the company passion. Such a passion is can be seen both in the design and range of the toys available, as well as the atmosphere in-store, where children are encouraged to engage with the toys on display.

ELC is the leading brand in educational toys for kids aged 0-6. By providing toys that hope to both inspire and stimulate children to develop as they play, ELC is a unique company, being the only toy brand that designs and develops the majority of its products.

The Early Learning Centre brand is synonymous with children and parenting. The reputation of the brand is that of specialism, safety, exceptional quality and innovation, ensuring a provision of products that services mothers, mothers-to-be, babies and young children.

In the Middle East, ELC is represented by KOJ and is present in KSA, UAE, Oman and Qatar with over 65 stores. KOJ have been a franchise partner for over 15 years across the GCC.