Early Learning Centre was founded 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 ELC toys are available in over 750 stores worldwide and the philosophy of rejecting toys that encourage violent or anti-social behaviour remains true to this day.

At Early Learning Centre, we are passionate about helping children get their learning off to the best possible start. That's why all of our toys have to meet these 3 important criteria:

Will a Child Learn?
Will a Child be Safe?
Will a Child have 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. Our toys also incorporate the best of the Essential Learning Skills that make your child's development so vitally important.

The owners of ELC Singapore, parents of small children themselves, grew up with the brand and knew that the same principles of learning through play would be as popular here in Singapore as they are in the rest of the world.  

So far, the response to the ELC concept has been tremendous and we'd like to thank all of you, Singapore's parents, teachers, grandparents and caregivers for the support and enthusiasm with which you have embraced ELC.

Please visit our stores, or order direct by calling +65 6732 0102 or email order@elc.sg  Let us know what you think and we look forward to serving you this year.

info@elc.sg