Addo Play welcomes opportunity to modernise the heritage brand.

Toy company Addo Play has a rapidly expanding range of brands and is the UK retail partner of The Entertainer. Following The Entertainer’s deal with Mothercare for the ELC brand, Addo Play made the following announcement: “As part of a group acquisition, we are delighted to announce the Early Learning Centre (ELC) will be joining the Addo Play portfolio of brands.”

Mary Price, co-founder & CEO of Addo Play, said: “We cannot wait to utilise our expertise and start working on product sourcing, development and wholesale to modernise this great British, heritage brand. With new investment, we aim to take this cherished brand forward into its next chapter putting it firmly back in the minds of today’s and future consumers.”

“This is absolutely great news for us all at Addo Play, “added co-founder & CEO David Martin. “It fits perfectly within the group and is a truly transformative and wonderful opportunity. Addo’s mission is to inspire hundreds of ways to play, every day and will shape our approach to re-energising the ELC brand.”

Mary added: “I’m really excited to start working on the amazing Early Learning Centre brand. Lots of opportunities and great times ahead. Please get in touch if you would like to know more.”

Speaking of the acquisition yesterday, Gary Grant, founder and executive chairman of The Entertainer Group, commented: “We will look to bring new life to the product offering whilst maintaining the high level of quality ELC is renowned for. By combining our experience with that of ELC’s passionate and capable partners around the world, we look forward to re-invigorating the brand for generations to come.”

Interested parties can contact the company on email hello@addoplay.com.