Source: Just Play/The Toy Book

Just Play inked a deal to serve as the U.S. distributor and licensor of Early Learning Centre, an acclaimed UK toy brand geared toward preschoolers with a 50-year lineage of quality products.

Starting today, Just Play is rolling out new products and initiatives via the Learning Activity Centre on Early Learning Centre’s Amazon brand store. The Learning Activity Centre is a resource hub developed in collaboration with play experts and specialists to provide activities for kids that are aimed at “augmenting learning across several core categories including physical development; mathematics; personal, social and emotional development; and communication, language and literacy.

Just Play Co-President Geoffrey Greenberg says that the company expects the Learning Activity Centre to be  “a valuable tool for parents and caregivers as they search for products and activities that are the best fit for their children.”

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Early Learning Centre’s product assortment includes toys for babies, toddlers, and kids up to five years old. The range is designed to help kids prepare for school.

“Children are at the heart of everything we do,” says Early Learning Centre CEO David Martin. “Using our knowledge of developmental play, we thoughtfully design unique and timeless preschool toys for all ages and stages that can be passed down from generation to generation.”

Popular products in the baby range include the Little Senses Glowing Stacking Rings, Little Senses Lights and Sounds Shape Sorter and Lights and Sounds Buggy Driver. A Wooden Activity Workbench for toddlers is a noted best-seller while the Alphabet Teaching Frame and Shape & Number Puzzle are noted hits for preschoolers.

According to Just Play, the company plans to launch an ambassador program this fall in tandem with the debut of several new Early Learning Centre products.