The early learning centre is situaited on the ground floor of the castle mall, the early learning centre offers a wide range of toys from new born to 7-8, dressing up to cuddly toys, the ELC is well priced and the customer service is outstanding. The staff in the norwich branch are friendly and welcoming read more

Good quality toys and activities for young children in this very spacious store. If you have children of your own or want to buy a gift for someone else's this shop in the Castle Mall is a must! With traditional toys such as wooden trucks, train tracks and model farm animals to stretch your child's imagination, there is something to suit every budget! Also available is a large craft section full of ideas for making cards, pictures, colouring in posters and the like. Glitter, googly eyes, felt squares and much much more. For parents who want their children to do more than just sit and watch a dvd, the Early Learning Centre is the place to go for ideas and inspiration without having to spend a fortune. read more

This is still a fab store in the Castle Mall shopping centre even though it has moved to the smaller premises. The store is full of toys, games, arty crafty stuff and books. It is a great place to come with the children and actually look at the toys and see what they do, which buying online does not offer. This can however cause carnage in the store but the staff do try to keep it tidy. The shelves are packed with toys for younger children and babies. The staff are very helpful, I have been in there wanting a gift for a toddler and they are happy to recommend toys which is great, but you need to approach them because they are quite busy. I think the toys are reasonably priced. They also do excellent offers and you can join their birthday club and again you get money off at birthdays and Christmas. I feel this is one of the best shops to get gifts for under 8 year olds. read more

A great shop for the new parents among you. Situated in the castle mall shopping centre. For all your babies needs, from a pair of socks, to toys. A pram to a cot. You will find everything here. They have a baby feeding and changing room inside the store. The mall has a large multi story car park so no need to even go out into the cold to do your shopping. Friendly staff and loads of goodies. read more

This is a good toy stockist for educational and tradional wooden toys within the Castle Mall. This is a very open style store with complete glass walls and doors to the front of the shop. This shows what they sell even before you enter it which is good. They have many toys on display and these often have children playing with them while they wait for their parents. Toys are stacked from top to bottom around the outer walls inside the sho. This does not have that much walking space within the shop and at a weekend when it often gets busy this can be a bit of a squeeze if you're wanting to look around. Staff here are happy and friendly and always willing to help you if you're needing advice or help choosing a specific product for a young child. I have brought some lovely gifts for my grandchildren here all at really good prices. read more

Small than their previous premises on the floor above in the Castle Mall, there is still a fair range of products from toys to arts and crafts. It doesn't take many people to make this store feel fairly easily so could be difficult to navigate with a pushchair. The staff come across as friendly and helpful. read more

Situated in the lower floor of Castle Mall you will find this children's heaven. I will often stop off here with my two young ones to break up a shopping trip and give them 15 mins play time. There are always lots of toys out for them to explore and play with and nobody's looking over your shoulder and saying 'don't touch'. I will often buy things online but find it helpful to see things in store first and find which things my children enjoy playing with most. Joining the ELC birthday club will give you 20% off toys around the time of their birthday and they usually have good deals on at Christmas too. A great shop with lots of new and interesting children's toys that you will find hard to drag them away from! read more

This shop seems very compact to what it was like before as it's totally filled with toys suitable for young children and babies. They also sell a wide range of creative arty items suitable for young children too. This shop has a very good range of tradional wood toys which are all at very good prices. They also display a few toys around the shop too which is great for young children to try out if they're waiting for parents. This can get rather busy though and although they have a few staff in they are generally very busy constantly dealing with customers and tidying up and keeping it well presented. My girls love looking in this shop when we shop in the Castle Mall. It's total front glass windows makes it even more appealing to those who are wanting to go in and maybe take alook around. This used to be on a higher level within the mall and this was very spacious but now it's in this smaller sized shop it can get very cramped and crowded. read more

This is the second location for this store after they moved from the much larger unit which was located upstairs. This seems to have worked really well and the store is crammed full of toys without being over packed. The range of items available for the kids to try is brilliant and every time we visit the city we make a point of taking the kids in here for a play so they can try out the toys before we buy them. All the staff here are super friendly and really good with the kids, keeping an eye and being available for help without being in your face and pushy. My only wish for this store would be a toilet as EVERY time we are there the kids get carried away and have a mad dash upstairs to reach the nearest loo. read more

This is situated on the ground floor in the Castle Mall. Although this is not one of the larger stores it has a wide selection of tradional and educational toys for children. In the past when I've been here it's often been quite busy and as many parents who go there often have pushchairs it can often feel quite cramped. They have toys on display which often the children can't resist but to have a play with them especially the tradional wooden train sets they have. This is one of the best toy shops in the mall espcially if it's educational toys you are looking for. The staff they have working here are all friendly and helpful. The store itself is well presented, neat and tidy. It's a very welcoming store to go in if you're walking past. The prices of their products are all reasonable too. This store always catches my eye when i walk past and often enough I pop in to have a look around for ideas for gifts for my young children. read more

I like this store very much. I always take my neice and nephew in. Its well worth a visit for children form 0 - 6. The range is superb and the staff are ever ready to assist. The atmosphere is a hive of activity with great colours and very pleasing on the eye. read more