The Early Learning Centre (ELC) is a British retailer that sells toys aimed at younger children.

Beale employed the services of a child psychologist to ensure that the toys and books were of a positive and educational value to children.

The clever and unique concept was for parents to join as a member, new sets of educational toys/books were then sent to them regularly.

In the 1980s, ELC opened a number of "nursery stores", which sold equipment such as pushchairs and cots.

After some years, the company's board of directors led by Mike France, bought the company back in October 2001 for £30 million, being backed by 3i, before selling it to Tim Waterstone (who founded Waterstones bookstores) under the name Eagle Retail Investments, for £62 million in April 2004, and he joined it with his Daisy & Tom chain of shops within the "Chelsea Stores Group".