Early Learning Centre (ELC), is kicking off its 50th anniversary celebrations with the launch of three special edition products.

Since 1974, ELC has been shaping the grown-ups of tomorrow. To mark its 50th birthday, the brand has unveiled three exclusive toys that have launched to coincide with the milestone anniversary.

As a tribute to one of its most popular toys, ELC is introducing a special limited-edition Happyland Gold London Bus. With a limited run of 3,150 numbered products available, the bus is set to become a cherished keepsake for families across the country. Additionally, a special edition of the famous Happyland Red London Bus, featuring gold trimmings and bus stop, will also be available for customers to purchase throughout the year.

Both of the new special edition Happyland London Buses are on sale now, and feature the iconic double-decker bus with an anniversary twist, a bus stop sign, a bus driver, a bus conductor and friendly passengers, aimed at children aged 2-5.

From next month, ELC is also set to launch an ELC Birthday Bear. The plush toy features embroidered eyes and gold touches to stimulate baby’s senses and become a comforting addition to their early childhood. This cuddly companion will be in-store and online from early May, and available throughout the year.

ELC was established in 1974 by John Beale. After building the brand into a much-loved and trusted retailer across both the UK and globally, ELC was acquired by Mothercare in 2007 and later by The Entertainer in 2019, where the brand continues to support early years learning and development through play.

Addo Play, an exclusive brand available at The Entertainer, is renowned for its product development and offers a wide range of intelligently designed toys at great value.

Mary Price, co-founder & CEO of Addo Play, commented: “We’re absolutely delighted to be celebrating 50 years of ELC and to launch our three brand-new, exclusive products as part of our 50th anniversary celebrations. Each of the three toys exemplifies our ongoing commitment to bringing innovation through quality new product design, as well as continuing to make much-loved, timeless toys.

“For five decades, ELC has provided countless generations of children with engaging, enriching experiences that have supported their development and sparked their imaginations, and we’re incredibly excited for the next 50 years of ELC, and beyond.”

ELC will be hosting special events and promotions for customers throughout the year to mark the anniversary. An ELC brand video capturing the power of play across the generations has also been created.

Readers can watch the ELC brand video below.

The two new special edition Happyland London Buses are available to purchase online here and in-store at The Entertainer now, with the ELC Birthday Bear set to launch in early May.