In the early years of life, we have been told, time and again, by child psychologists and educators, that toys are not only fun but have the potential to teach in many ways as well as play a positive role in a child's development. Play is essential to children. They learn through play and interaction with family and friends. Children, we have learnt, are like sponges and ready to absorb any bit of knowledge that comes their way be it a language, a story or a piece of information.
On that beautiful Saturday morning last week I went to the launch, at Tigné Point, of the latest Early Learning Centre store which is the brand's flagship store. The mood was one of festivity and joy as mothers and fathers with children of all ages, were looking around this 220 sq metres store, chock-a-block with toys, books and almost anything a child until the age of twelve may wish for.
I asked Marlene Mizzi and her daughter Alexandra who was there with her two children, to tell me a little about this franchise and their new flagship store which is really impressive. Marlene replied: "We have owned the ELC franchise for the past 22 years, seeing it grow from a shop- in-shop concept to three stand alone stores. The concept behind ELC has withstood the changes in the retail scenario, because it is proven that children learn more when they are having fun .The ELC concept links education, development of imagination and motor skills with fun, and that is why we are so popular with parents and schools."
Marlene points out other brands, at this store, which complement ELC. These include Djeco, Engino, Playmobil, Androni and Kidcraft. "These are all merchandized to make shopping easier and more enjoyable," she assures me.
Marlene and Alexandra make it very clear that they don't just want people to buy from their stores. They are strong believers in customer service. "We believe that we should give the client a pleasant shopping experience and hope that through our well located stores in Rabat, Tigné Point and Victoria, we are doing just that. "
Alexandra adds: "As a mother of two small children I know how important toys are for their development. That is why I feel so comfortable selling the collection of toys we stock at the three ELC stores. Apart from the "toys that make learning fun" concept we give great importance to safety and the environment. Our wooden toys are all FSC (Forest Stuardship Council) which ensures protection of trees. Our plastic toys contain no phthalates and our paints and plasticine are non- toxic. ELC Learning Centre Malta is in fact the supplier of choice when it comes to promoting learning and development in children."
She points out that she would like that clients who are purchasing a toy from ELC feel comfortable with their purchases, "because of the safety issues and our policy of good value for money. We believe that we should give the client a pleasant shopping experience and hope that through our well located stores in Rabat, Tigné Point and Victoria, we are doing just that."
When children start to approach the preschool age, they begin to learn about numbers, letters and language skills. I spotted several toys that motivate this type of learning, from basic alphabet puzzles to technological electronic gadgets.
Children that are in school can enhance their learning while having fun with educational toys. Giving a child the opportunity to have fun while performing repeatedly, the things they are learning in school, will amplify their retention of that which they have already learned.
When your child finds an educational toy that she/he really likes, she/he will be more likely to play with it, thus reinforcing what they have already learned.
As the child gets older the toys change, but the same learning is taking place but on a higher level. Many studies find that play is positively related to a host of cognitive and social skills. Research tells us that within the act of play, children learn to share, defer their gratification, bargain or negotiate conflicts, solve problems, share goals.
Playing is important to children; it is the way they practice and prepare to grow up. Toys are the tools children use in play, they can be a high tech purchase or they may be as simple as a kitchen pot or even a pan lid. There are many toys that help with the imagination of a child; just about all types of toys help with some form of development when it comes to a child's inventiveness.
When children are interactive in play, they use their thoughts, dreams and fantasies for creative-thinking skills all to explore and discover the many structures a toy has to offer.
There are several different toys that foster creativity when it comes to involved pretend role-play, such as action figures, adventure play sets and dress-up. It is just as imperative as the type of toy making sure there is enough time to play with them. Art materials foster creativity and appreciation of beauty.
Sadly, many children spend more time watching television, not attending academic focused programs or adult directed lessons. It is much more beneficial to be playing with friends outdoors, creating, and being crafty with various materials, building with legos, blocks or playing make-believe. Through play with toys children are also taught many more life lessons be it through materials, friends, or outdoors. There are also experimental materials like sand and clay at ELC. These flexible toys offer the child control as they shape and distribute the materials. Materials like sand and clay appeal to a child's senses. They develop the child's senses and especially touch.
That morning excited kids tried out the toys for themselves, meeting their favourite characters, participating in the interactive storytelling, having their faces painted and going off with their goody bags.
Customers were treated to goodies including Organix snacks, homemade ELC cookies and cake.
Phil Savage, Director of International at The Entertainer and his colleague Phil Burns came to Malta especially for the occasion.
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Phil Burns