The partnership marks an exciting move into the licensing space for the Entertainer. 

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

The extensive heritage of the ELC brand and the iconic characters within its brand portfolio lend themselves perfectly to wider brand extensions into categories such as apparel, nightwear, health & beauty, publishing, nursery and experiences, particularly Happyland and the core ELC brand.

The Entertainer has been focused on growing the Early Learning Centre brand since its acquisition in February 2019. The partnership marks a significant step into the licensing space, highlighting the commitment of the group to supporting this iconic brand, both within its own retail space and through bespoke brand extensions led by Riverside. The move is being hailed as a bold one; few retailers venture into the licensing space, particularly those outside of fashion and apparel, though the Entertainer is confident the move will pay off.

“We are extremely excited to be partnering with Riverside Brands on this exciting opportunity for the Early Learning Centre brand,” says 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, 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 complement the existing brand heritage.”

Ashley Holman, managing director of Riverside Brands, said: “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. 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.”