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, analyses parents' choices within this diversified realm. Based on the parents' selection criteria (significantly influenced by constraints and opportunities relating to social background or family status), it identifies four parental groups: pedagogical approach-centered, child-centered, facility-centered and (constrained) non-selective. The issues of ECEC diversification and parental choice are then discussed in light of Annette Lareau's classed cultural logics of child rearing and the potential implications for the reproduction and reinforcement of social inequalities.