The Entertainer partners with Riverside Brands to extend the ELC brand

Riverside Brands will lead the brand extension strategy for Early Learning Centre into categories such as apparel and bedding

Written by Georgie Dobie

Posted 06.07.2020 | Retail

The Entertainer partners with Riverside Brands to extend the ELC brand thumbnail

The Entertainer has partnered with Riverside Brands to lead its brand extension strategy for Early Learning Centre (ELC).

The extensive heritage of the ELC brand and the iconic characters within its brand portfolio lends itself perfectly to wider brand extensions into categories such as apparel, nightwear, health and beauty, publishing, nursery and experiences, particularly Happyland and the core ELC brand.  

This is an exciting partnership for all involved. The Entertainer has remained focused on growing the Early Learning Centre brand since its acquisition in February 2019. The partnership also marks a significant move for a retailer into the licensing space in what are unprecedented times, highlighting the commitment of the group to support this iconic brand – both within their own retail space and through bespoke brand extensions led by Riverside Brands. With very few retailers venturing into the licensing space, particularly those outside of fashion and apparel, this is a bold move by the group and one they are confident will pay off. 

Stuart Grant, global sourcing officer at The Entertainer, said: “We are extremely excited to be partnering with Riverside Brands on this exciting opportunity for the Early Learning Centre brand. With such a strong heritage as an iconic part of early years development, we are confident there is more opportunity for the brand to be an even bigger part of children’s early years, by giving them greater access to the characters through carefully selected brand extensions. We are confident that Riverside Brands is the right partner to achieve this in a way that protects the brand by securing opportunities to compliment the existing brand heritage.” 

Ashley Holman, managing director of Riverside Brands, said: “We are delighted to be partnering with The Entertainer on this exciting opportunity for Early Learning Centre. ELC has been a much-loved brand for nearly 50 years and we’re looking forward to making its iconic characters more accessible through brand extensions into areas such as apparel and bedding. Children love these characters – they’re an important part of their early years – and we’re looking forward to making them available in categories which will complement the core toy ranges.” 

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