ELC Toys Malta

Early Learning Centre in Malta is the local franchise of the well-known British educational toy brand, and its Sliema branch sits at Piazza Tigne in Tigne Point, on the promenade side of the town. It is a handy stop for UK visitors, because the name, the ranges and the age-based layout will feel familiar. The same company also runs shops in Rabat and in Victoria on Gozo. If you are comparing retailers, our toy shops in Malta directory lists more of them.

The brand and how it started in Malta

The Maltese operator, AMCA Ltd, was registered in 1980 as an importer and retailer, trading as Mother and Child with outlets in Rabat and Valletta, selling children's clothes, maternity wear and nursery equipment. In 1997 it acquired the international franchise for Early Learning Centre. The brand's UK arm was independent until 2005, when it was acquired by Mothercare plc, and the Malta shops are now part of a franchise network of 75 stores in 16 countries.

The philosophy is that children learn more quickly when they are enjoying themselves. Toys are meant to build skills and confidence while being fun, and they are tested by children in playschools and built to European Union safety standards. Packaging shows the suitable age and icons for benefits such as stimulating the senses, imagination and hand-to-eye coordination.

What you can buy

The shop is arranged by category, which makes it easier to pick the right toy for a particular child. Categories include baby and toddler, art and creativity, let's pretend, music and learning, action and adventure, puzzles and games, sport and activity, and outdoor toys. You can also shop by age, from 0 to 3 months up to 8 years and over, or by the skill a toy develops, such as counting, reading, writing, fine motor skills, problem solving or social skills.

Brands on the shelves include Early Learning Centre's own range, Bigjigs, Clementoni, Djeco, Engino, Geomag, Lego, Mudpuppy, Plum, Smart Trike, Tiger Tribe and Tidlo. Printed examples on the website include a sand and water table at €95.00, a cash register at €60.00 and a light and sounds drum at €30.00. Delivery is free over €50, and click and collect is free.

Learning at home

Beyond the shelves, the brand publishes a learning hub with ideas for parents. An Early Adventures blog covers topics from newborn sleep to why art and crafts matter for children's wellbeing, and home learning guides were created with early years education experts to support preschoolers. Topics include how to inspire a love of music, which links to the music and learning range in the shop.

The toys are also described as endorsed by Norland College in the UK, the nanny training college. For parents, the combination of age labels, skill tags and developmental icons makes it simpler to buy something suited to the child rather than just the price. Sale items appear in a dedicated section, and some prices are reduced, for example a three in one wooden doll's pram marked down to €68.00 from €85.00.

Planning a visit to Sliema

Tigne Point is a short walk from the seafront, so a toy stop fits easily into a day in the area covered by our Sliema and St Julian's hotels guide. Ferries cross to the capital, and our Valletta guide explains what to see there. For more ideas, see things to do in Malta and children's activities in Malta, or try entertainment venues such as 97Notes nearby. The Rabat shop is close to the walled city in our Mdina guide, and the Victoria shop suits a day out described in our Gozo guide. Families can also look at children's clothing shops. To contact the shop, use the VisitMalta.co.uk enquiry form on this page and we will pass your message to the business.