The sphere of early childhood education care (ECEC) in the Czech Republic has diversified enormously in the last decade. The article describes this diversification process and, drawing on focus group data, it analyses parents’ choices within this diversified realm. Based on their selection criteria (importantly structured by constraints and opportunities related to social background or family status), it identifies 4 parental groups: pedagogical approach-centered, child-centered, facility-centered and (constrained) non-selective. These issues of ECEC diversification and parental choice are then discussed in the light of Annette Lareau’s classed cultural logics of child rearing and linked to potential implications for the reproduction and reinforcement of social inequalities.