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.”

Related: State of the Industry Q&A 2021: Just Play

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.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.