Marks & Spencer to launch Early Learning Centre partnership in stores

Marks & Spencer is introducing toy specialist Early Learning Centre ‘shop in shops’ concepts in its stores.

The retailer is launching new dedicated areas stocking Early Learning Centre toys in 10 stores across the country – including Kent, Longbridge, Stratford and Liverpool – at the end of March.

In addition to the toys, the Early Learning Centre areas will also be home to interactive play tables featuring Happyland’s toy products and free activity sheets for children.

The move comes after a successful online trial first launched on M&S.com at the end of 2020.

The upmarket grocer said it was rolling the partnership out just in time for Easter as it aimed to take advantage of “the second-biggest peak in the retail calendar”.

“The customer response to Early Learning Centre on M&S.com over the past year has been incredibly positive,” said Neil Harrison, director of brands at M&S. “By bringing the Early Learning Centre brand – with fun and interactive experiences – to our stores, we’re able to give our 22 million customers more reasons to shop with us.”

The Early Learning Centre partnership is part of the Brands at M&S strategy, which launched last year and sees the predominantly own-label retailer join forces with companies that help complement and expand some of its smaller ranges – such as toys.

It is also part of M&S’s larger strategy to attract family shoppers and encourage bigger baskets. It has also introduced family initiatives in its cafés, such as kids eat free in half term.

The Early Learning Centre range will continue to be available online and will be available for next-day delivery or click & collect to over 700 M&S locations.

“As Brands at M&S continues to gain momentum, this is just one example of how we are shaping the future of M&S, helping us become more relevant, more often to families,” Harrison added.