Early Learning Centre chosen as a superbrand

Early Learning Centre - ELC, a leading toy brand, has been included as one of Britain's Superbrands by the independent members of the Superbrands Council in the 10th anniversary edition of Superbrands - an insight into Britain's strongest brands.

The Council is made up of eminent figures from the world of branding and all have a deep understanding of what makes an exceptional brand. ELC was chosen as a Superbrand from a shortlist of over a thousand names and is considered an exceptional brand together with the likes of American Express, Duracell, DHL and Kleenex.

Angela Punphrey, managing director of Superbrands, said "a superbrand has established the finest reputation in its field and offers consumers emotional and tangible advantages over other brands, which customers want to recognise".

Dr Kevin Hawkins, OBE, director general, British Retail Consortium, said a brand is a badge of reassurance. "Superbrands, like ELC, are all about value for money, functionality, performance safety and reliability.

"Many aspire to reach the top echelon and are working hard to achieve their goal. Superbrands are and will remain an inspiration to all brand owners."

ELC is present in Malta through a franchise owned by Amca Ltd. Marlene Mizzi, Amca's managing director, is very satisfied that ELC has been included as a Superbrand. "We believe that ELC offers more than safety and good value for money," she said.

"The strong point of ELC lies in the fact that an ELC toy is not just an item to keep your child quiet and occupied. It is a tool that develops a child's mind, stimulates creativity, fires imagination, and encourages co-ordination of mind and body, while being great fun for the child.

"ELC has become a favourite with parents and playschools who realise how important a toy can be for a child's mental and physical development. 'Toys that makes learning fun' is ELC's motto... and this could not be more true."

ELC stores are found in Merchants Street, Valletta, and St Paul Street, Rabat.