42-43 ELC LSB 2020_muk.qxp_NEW LSB 2008 GRID 22/09/2020 14:25 Page 42
EARLY LEARNING CENTRE
It was a powerhouse of the high street in the 1980s and 1990s and, following its acquisition by The Entertainer last year, the retail group is now looking to reinvigorate the Early Learning Centre brand, returning it to former glories. A key part of this will be a licensing programme which is being handled by Riverside Brands. LSB finds out more.
Centre
of attention W
hen The Entertainer revealed that it had acquired Early Learning Centre in March 2019, you could tell that the brand had found its forever home. Gary Grant, founder and executive chairman of The Entertainer, spoke fondly of the heritage of the much-loved British brand and how he, and the team, were looking forward to reinvigorating it for generations to come. Earlier this year, we got an idea of how that reinvigoration would begin to take shape when the retailer confirmed it had appointed Ashley Holman and his agency, Riverside Brands, to work on a brand extension programme for Early Learning Centre. “Stuart [Grant] and I had worked previously together for a number of years on a number of key projects, but specifically on developing and building the Nickelodeon and Nick Jr. branded range of toys at The Entertainer into a great success story for both companies,” Ashley tells LSB. “This was the foundation for the conversation and it showed that a strong enough brand name and identity can really resonate on product and with consumers.” Ashley says that both he and Stuart could instantly see licensing potential for Early Learning Centre: “It is such a recognised brand and with the plans The Entertainer has for it over the coming
42
LICENSING SOURCE BOOK EUROPE 2020
Inset: An Early Learning Centre shop-in-shop recently opened in The Entertainer’s Bullring store. Below: The Happyland characters will be as important as the Early Learning Centre brand itself in the licensed space, says Ashley.
years, we could instantly see a long-term and scalable opportunity for partners. The style guide is currently in development and as well as bringing the brand and characters to life with fantastic creative, they will also benefit from strong back stories to add to the connection children will have to the brand.” Advanced discussions are underway on publishing, outerwear, accessories and nightwear, while Ashley sees further scope in bedding, bedroom furniture, stationery and back to school, as well as experiential activity once that area begins to return to normal. For Stuart Grant, group sourcing director at The Entertainer, the opportunity with Early Learning Centre is “monumental” and he is keen to work with partners which will “love and cherish the brand”. “The brand is having a huge resonance with young mums now – they were Early Learning Centre children and there is a huge amount of trust there,” Stuart explains to LSB. “People want good value for money, but they are also conscious of the social and environmental cost, while also encouraging their child in their development in the early years. We’re asking what categories will create awareness and are relevant for Early Learning Centre and how we put the brand at the forefront of mums’ minds.” Ashley says that it will be “very important” that