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The Entertainer to reinvigorate ELC brand

Retailer looking to bring new life to product and brand following acquisition.

The Entertainer’s founder and executive chairman, Gary Grant, has said he is looking forward to reinvigorating the ELC brand to “generations to come” following its acquisition.

The ambitious toy retailer confirmed that it had acquired ELC from Mothercare yesterday (March 12).

ELC operates within 80 Mothercare stores in the UK, 400 stores internationally via franchise partners and online through its website. The acquisition also includes its portfolio of iconic British toy brands such as Happyland.

“We are delighted to add ELC to The Entertainer family,” said Gary. “It comes with a rich history as a much-loved British brand, supporting parents and grandparents with their children’s early years’ learning, development and play.

“We will look to bring new life to the product offering, while maintaining the high level of quality ELC is renowned for. 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.”

The move follows a strong year of growth for The Entertainer, which saw 16 new stores open in the UK, 5 more internationally and the acquisition of Spanish toy retailer, Poly, adding a further 57 stores to its portfolio.

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