New England Franchise Association recently presented founder and CEO of Learning Express Toys, Sharon DiMinico, with a Lifetime Achievement Award.
During the ceremony, NEFA President Murray Vetstein read some of the praise other franchisors had shared about DiMinico. “Her passion and commitment are nothing short of inspirational,” noted one member of NEFA. “She has dedicated her professional franchise career to developing a business atmosphere true to the best in a franchise model: fair treatment and encouraged prosperity,” said another. And eloquently and concisely encapsulating the history of Learning Express Toys, Vetstein said: “Learning Express Toys was a small store that dared to dream big.”
From the very beginning in 1987, creative thinking and entrepreneurship have been at the heart of the LE Toys concept. After the birth of her second child, DiMinico discovered an untapped niche in her community. Drawing from her prior experience in retail and her instincts as a parent, she developed a business plan for a specialty toy store. As chair of the Board of Directors of her children’s nursery school, DiMinico presented her business plan to the Groton Community School. In it she proposed that the school open a Learning Express Toys store to supplement their revenue. She saw the need for a store that would offer high quality toys, books, and games for children all the way through their pre-teen years. Learning Express Toys today is the nation’s leading franchisor of educational toy stores, with more than 120 locations across the country.
“My father was an entrepreneur and instilled in his children the belief that we could do anything if we worked hard,” says DiMnico. “This company is my passion and my joy. And, every day, I continue to learn.” Earlier this year, DiMinico was named to the “Women at the Top” list by Franchise Update magazine. “These are 24 amazing women—24 outstanding human beings—and we are both humbled and proud to have their participation in this inaugural women’s issue,” stated the foreword to the article.
Owners of one of the first Learning Express Toys locations, Richard and Susan Gibson who opened in Newton, MA, 22 years ago did so because they believed in the company and in the founder. “Sharon often says this business is about relationships,” comments Richard. “And, she is one of the best I’ve seen at creating a professional, fun, and cooperative environment for the franchisees.” The Gibsons are opening their second Learning Express Toys location on May 31 in the Natick Mall.
Though the franchisees enjoy great flexibility with the LE Toys model, all locations feature a carefully selected product mix, an expert sales staff, and a friendly, hands-on atmosphere where children are encouraged to test out the toys and their skills.