Early Learning Centre brand to enter licensing arena

The Entertainer has partnered with Riverside Brands to lead its brand extension strategy for Early Learning Centre.

The heritage of the ELC brand – which The Entertainer acquired in February 2019 – and the iconic characters within the portfolio, lends itself to wider brand extensions into categories such as apparel, nightwear, health and beauty, publishing, nursery and experiences, particularly Happyland and the core ELC brand.

The partnership also marks a significant move for a retailer into the licensing space in what are challenging times, highlighting the commitment of the group to support the ELC brand; both within its own retail space and through bespoke brand extensions led by Riverside Brands.

“We are extremely excited to be partnering with Riverside Brands on this exciting opportunity for the Early Learning Centre brand,” said Stuart Grant, global sourcing officer at The Entertainer. “With such a strong heritage as an iconic part of early years development we are confident there is more opportunity for the brand to be an even bigger part of children’s early years by giving them greater access to the characters through carefully selected brand extensions.

“We are confident that Riverside Brands is the right partner to achieve this in a way that protects the brand by securing opportunities to compliment the existing brand heritage.”

Ashley Holman, md of Riverside Brands, added: “We are delighted to be partnering with The Entertainer on this exciting opportunity for Early Learning Centre.

“ELC has been a much-loved brand for nearly 50 years and we’re looking forward to making its iconic characters more accessible through brand extensions into areas such as apparel and bedding.”

Ashley continued: “Children love these characters, they’re an important part of their early years and we’re looking forward to making them available in categories which will complement the core toy ranges.”

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