The Entertainer partners with Riverside Brands for Early Learning Centre

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

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 & beauty, publishing, nursery and experiences, particularly Happyland and the core ELC brand.

This is an exciting partnership for all involved as The Entertainer focuses 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.