European toy store ELC opens Greenbelt 5 branch

MANILA, Philippines - European toy store Early Learning Centre opened its second branch recently at the third level of Greenbelt 5 in Makati. ELC opened its doors to eager shoppers and treated both children and parents to games, photo booth snapshots and snacks. Santa Claus also dropped by to surprise the kids and spread some holiday cheer.

 Established in 1974, Early Learning Centre — best known as ELC — is well respected for its top line of toys catering to babies and kids up to eight years old. Its main thrust is to help children learn through play and create a world of discovery that aids in a child's wholistic development.

ELC is a one-stop shop that makes it easy for parents to find unique, durable toys that go beyond the candy-colored characters that kids see on TV. The store is strategically divided into sections that cater to different needs and child interests.

The Baby & Toddler category offers toys and activity books  that are safe and specially designed for babies and young kids. The Art & Creativity section features stamps, puppets and do-it-yourself projects that spark and strengthen a child’s creative pursuits. Let’s Pretend highlights toys that allow kids to imagine with make-believe toys and costumes. Active boys will love the Big City cars, action figures and fantasy toys in ELC’s Action & Adventure line. Learning-focused toys, build-it sets and musical instruments fill the Music & Learning section while fun board games and puzzles are available at the Puzzles & Games section. Parents can also enhance their child’s outdoor play with the Sports & Activity line of toys that build physical skills and help them socialize with other kids.

 Present at the store’s opening were ELC ambassadors — chef Jackie Laudico with kids Kea and Orlando; teacher Jeannie Castillo of Kindermusik; writer Frances Amper Sales with sons Vito and Inigo; celebrity model Rissa Trillo with son Enzo and baby girl Celestia Gabrielle; and model and entrepreneur Mai Kaufman with daughter Alexa.

“My sons and I are very happy to be ELC ambassadors. I believe in the brand and like how the toys in the store are arranged per age and according to a child’s interest,” says Frances Amper Sales who runs Topaz Mommy, a blog that shares parenting tips and adventures.

Chef Jackie Laudico commends the brand by saying: “It’s a very good store because all toys are well chosen. When kids are at a young age toys are really the most educational part of their growing up. Learning is about playing and it’s really nice to have a store like ELC.”

Proud parent Mai Kauffman shares how her daughter Alexa loves ELC’s educational toys and dolls. She likes how the brand has both plastic and wooden toys. “We’re very honored and very happy to be ambassadors of ELC because it is a very good brand.”

Rissa Trillo says that every mother will love ELC because it offers so many kinds of toys that are not just fun for kids but are also safe and educational. “It’s a kind of toy store that will make both kids and parents happy,” she says.

All toys from Early Learning Centre are safe and laboratory tested. Visit its branches at the ground floor of Active Fun Bldg. Bonifacio High Street and level 3 of Greenbelt 5.