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Early Learning Centre Launches Website

Early Learning Centre Launches New Website with LiveArea

Leading toy retailer partners with eCommerce specialist to improve customer experience and maximise sales potential


London, UK – November 21 2019 – The Entertainer, the fastest-growing, family-owned high street toy retailer in the UK, recently announced the launch of the new and improved website for The Early Learning Centre,, developed by LiveArea, the global commerce services provider. The new site aims to streamline the consumer journey for a better experience.

In February 2019, The Early Learning Centre was acquired by The Entertainer. The Early Learning Centre site is built on the same SAP Commerce architecture LiveArea implemented for The Entertainer’s successful webstore, which reduced technology outlay and minimised disruption as the site transitioned from a previous platform. LiveArea worked with The Entertainer to deliver the integration within three months.

Both sites include a more refined consumer journey for faster shopping, improved performance to support with high levels of traffic during peak periods, a new predictive search engine which makes locating products easier, and a ‘Present Finder’ tool for enhanced guided selling. The updated website also now closely reflects the branding found in store and allows shoppers to view products by the same categories.

The Early Learning Centre website has been designed with a mobile-first approach to enhance browsing on tablets and phones, and a new feature allows customers to add products from both the Early Learning Centre and The Entertainer sites into one cart, for a quick and easy checkout from both stores. A 30-minute click-and-collect service plus other delivery methods provide versatile fulfilment options.

Talking about the launch, Rob Wood, Head of Online at The Entertainer, commented, “We are very excited to welcome Early Learning Centre into The Entertainer family. One of our first priorities was integrating The Entertainer and Early Learning Centre websites so customers can choose toys from both brands and only have to checkout once. We are very excited to announce our new and improved Early Learning Centre website and believe it offers customers an intuitive, engaging, and easy way to find and buy toys.”

Paul Lynch, Area Vice President & Managing Director EMEA of LiveArea added: “To deliver this implementation project and integrate The Early Learning Centre into our wider web business within three months was a fantastic achievement for ourselves and The Entertainer. The new site forms another part of The Entertainer’s strong omnichannel strategy, and LiveArea is delighted to continue playing a part in this retail success story. We are proud of our role in driving revenue and enhancing customer experience through the launch of another new eCommerce store using SAP Commerce architecture.”

The Early Learning Centre is a toy and games retailer focusing on early years development and supporting children’s learning through play. The company is committed to creating quality products and bringing innovation through new product design, whilst continuing to make the much loved and trusted toys we all know and love.

About LiveArea

LiveArea is an award-winning global commerce services provider. Our comprehensive portfolio of capabilities combines consulting, strategy, design/UX, technology, and digital marketing to bring commerce to life. For more than a decade, emerging businesses, and leading brands – including 30+ retailers ranked among the current Internet Retailer 500 – have turned to LiveArea to grow and transform their B2C and B2B commerce channels. A PFSweb business unit, LiveArea has offices in Dallas, Seattle, New York City, Raleigh, London, Sofia, and Bangalore. For more information, visit

About PFSweb, Inc.

PFSweb (NASDAQ:PFSW) is a global commerce services company that manages the online customer shopping experience on behalf of major branded manufacturers and retailers. Across two business units – LiveArea for strategy consulting, creative design, digital marketing, and web development services, and PFS for order fulfillment, contact center, payment processing/fraud management, and order management services – they provide solutions to a broad range of Fortune 500® companies and household brand names such as Procter & Gamble, L’Oréal USA, Canada Goose, PANDORA, T.J. Maxx, the United States Mint, and many more. PFSweb enables these brands to provide a more convenient and brand-centric online shopping experience through both traditional and online business channels. The company is headquartered in Allen, TX with additional locations around the globe. For more information, please visit

About The Entertainer

As well as a strong High Street presence, The Entertainer has a successful website ( which offers a 30-minute click and collect service and has over 29 million visits annually. The Entertainer is also recognised for its charitable giving. Each year it tithes 10% of its pre-tax annual profit to charity.  In addition to this, employees are encouraged to donate directly through Payroll Giving, with The Entertainer matching each donation pound for pound and raising over £1m to date. The Entertainer is also an active member of the Pennies scheme, the digital upgrade of the traditional charity collecting box, which enables customers to donate a few pence to charity at the point of sale when paying by card. On average, this generates £14,500 of customer donations to Children’s hospitals each week and has raised over £3m since it was introduced. The Entertainer currently employs over 1500 staff across the stores and a further 231 in the Head Office in Amersham, Buckinghamshire.

The Entertainer was ranked 49th in the prestigious Sunday Times “100 Best Companies to work for” in 2019.

In December 2018 The Entertainer acquired POLY, a chain of 54 toy shops in Spain.

In February 2019 the Early Learning Centre was also acquired, with 520 standalone franchise stores internationally.