ELC backs Little Einsteins

Kids' TV channel, Playhouse Disney and ELC join forces to promote pre-school show?s new product range.
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ELC is to sponsor Playhouse Disney’s Little Einsteins, as part of a marketing initiative to promote the new range of brand-based products, which will be available throughout the retailer’s stores in spring.

The campaign, which is due to run until the end of June, combines on-air sponsorship, online promotion of the Little Einsteins products, including articulated action figures of the main characters, and an in-store competition.

Bumpers based on the show’s themes of music and art will also run either side of the show, which is broadcast on Playhouse Disney.

Nicoletta Gelli, VP, Brand Marketing, Disney Channels EMEA said: “We’re delighted to be partnering with one of the UK’s leading preschool retailers to help increase the reach of Little Einsteins. Like Early Learning Centre, our mission is to help preschoolers develop by making learning a playful, fun experience through engaging and interactive properties.”

Mike Connolly, VP, Retail Sales and Marketing, Disney Consumer Products added: "We’re very excited about the launch of the Little Einsteins range in Early Learning Centre. Product innovation and quality is core to Disney Consumer Products and this new range offers compelling products, which really capture the key learning elements of the programme. With items such as the Pat Pat Rocket, which not only recognises which character is placed in the pilot seat, but also allows children to control the volume and tempo of the classical music it plays depending on how the rocket is moved and positioned, fans can recreate the musical and cultural adventures from the show."

Caroline Lee, commercial director, Early Learning Centre also said: “We are all very excited about the partnership with Playhouse Disney and the launch of Little Einsteins products in our stores. At Early Learning Centre we create fantastic toys - toys that help develop vital skills and help kids get off to the best possible start and toys that are tremendous fun. Our passion for learning through play and our commitment to quality make Early Learning Centre a destination store for families nationwide.”

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Good news for ELC

The Early Learning Centre, the educational toys chain, has nearly trebled its profits, according to accounts just filed at Companies House.

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