Addo Play has stated its desire to help develop the Early Learning Centre brand and put it "firmly back in the minds of consumers," following its acquisition yesterday by The Entertainer for £13.5 million.
As part of the group acquisition, Early Learning Centre will now be joining the Addo Play portfolio of brands.
Mary Price, co-founder and 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 forward into its next chapter, putting it firmly back in the minds of today’s and future consumers."
David Martin, co-founder and CEO at Addo Play, added: "This is absolutely great news for all of us at Addo Play. It fits perfectly within the group and is a truly transformative and a 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."
Founder of The Entertainer, Gary Grant is "delighted to add ELC" to its family.
"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."