In a retail landscape that’s almost entirely dominated by e-commerce giants and digital distractions, Learning Express Toys & Gifts stands as a rare gem: a thriving, community rooted specialty toy franchise that has managed to blend nostalgia with modern retail savvy. At the helm is CEO Lauren Derse, whose journey with the company began long before she ever stepped into a formal leadership role as the daughter of founder Sharon DiMinico, Lauren quite literally grew up with the business.
The values and ethos with which each Learning Express location is developed and operated can almost be considered a tribute to a bygone era but by combining that with a digital edge and smart use of social media, Lauren and her team have built something truly unique.
“We are a retail toy franchise with more than 80 stores across the U.S., all individually owned and operated.’ Lauren says. “Our stores average about 2,000 square feet and focus on curated, specialty toys. We’re deeply embedded in our local communities.”
That sense of community is more than a tagline. It’s baked into the very DNA of Learning Express. The company began 38 years ago as a preschool fundraiser spearheaded by Sharon. What started as a passion project evolved into a franchise that would later ride the wave of major toy trends-from Beanie Babies to fidget toys and become a household name for families looking for more than just toys.
Lauren remembers the early days vividly. One of her most cherished memories involves a mall opening in Saugus, Massachusetts. “We were trying to open before Black Friday;’ she recalls. “My dad and my brother brought Thanksgiving dinner to the store. We were eating on the floor while labelling toys and training staff. It was a whirlwind, but it was magical.”
The family ethos that powered Learning Express in its infancy still shapes its culture today. Lauren’s husband is part of the business, and even vacations often double as store visits. The franchisees themselves are often families, creating a ripple effect of community engagement. Lauren says, “Our stores sponsor local baseball teams and host storytimes, craft days, and science experiments. They’re not just stores they’re pillars of the community,”
VIRAL TRENDS AND RETAIL GROWTH
So how did Learning Express become the largest specialty toy franchise in the U.S.? Timing, intuition, and a few pivotal trends played a major role. Viral toy moments like the rise of Squishmallows and fidget spinners have continued to bolster the brand’s visibility, particularly through social media. Lauren recalls owning a store in Bedford, MA during the peak of the Squishmallow craze: “We had customers driving in from Michigan because they saw a toy on TikTok.”
A DIGITAL & MODERN EDGE
Lauren brings to her role a blend of familial passion and corporate polish. Before returning to Learning Express, she held roles at GE Healthcare, Nike, and Converse. At GE, she worked in Six Sigma continuous improvement, while her time at Nike and Converse gave her insight into the manufacturing side of retail. “Those experiences were invaluable, but I love the nimbleness of a small organization. At Learning Express, anyone can have an idea, and it can be implemented within days.”
But even thriving franchises face challenges especially in the digital age. E-commerce has been both a necessity and a puzzle for Learning Express. Because each store carries a unique inventory, building a centralized e-commerce platform has proven tricky. During COVID, the company moved quickly to create online stores for each location. “It was a lifesaver’ Lauren says. The close working relationship they enjoy with their franchisees helped them make sure the pivot could be done quickly and seamlessly.
Now, with the rollout of a new point-of-sale system on the horizon, Lauren is optimistic about the future of their digital operations. “It will allow us to do more personalized and automated marketing, streamline e-commerce, and support our store owners more effectively.”
Social media continues to be a powerful tool. While Facebook remains a go to for grandparents and Instagram for parents, TikTok has opened doors to younger customers and the growing “kidult” market. “We haven’t nailed converting social traffic into online sales yet, but we’ve been very successful driving awareness and foot traffic to stores,” she says.
While the company doesn’t currently partner with national influencers, local franchisees often collaborate with community creators to run toy hauls and in-store events. These grassroots campaigns add to the magic of walking into a Learning Express store an experience Lauren is determined to preserve.
CREATING MAGICAL IN-STORE EXPERIENCES
“We want every child to walk in and say, ‘Wow;” she explains. That magic comes through thoughtful merchandising, hands-on product demos, and immersive experiences like the DIY slime stations created in partnership with Kawaii Slime. Events like Bluey appearances and tinsel hair stations are designed to turn a shopping trip into a cherished memory.
The corporate team supports franchisees every step of the way from site selection, lease negotiation, and store design to grand opening strategies and ongoing marketing. “When someone signs on to become a franchisee, we help them find a location using demographic tools, assist with store layout, help hire and train staff, merchandise the store before it opens, and craft a grand opening marketing strategy to drive awareness and traffic.”
And that support doesn’t stop after launch. New franchisees receive additional attention, but all store owners benefit from daily communication
with the home office, sharing insights on products, marketing strategies, and events that work. One such example? The now popular “tinsel hair” event, which began in a Pennsylvania store and spread across the network thanks to shared success stories.
LOOKING AHEAD
Lauren has big ambitions but she’s keeping them grounded. “International expansion is a possibility, but right now, we see a lot of opportunity within the U.S. especially online. E-commerce is a small fraction of our business, and something we can grow significantly.”
As for the rise of screen time and digital play, Lauren sees it not as a competitor but as a reason to double down on what Learning Express offers. “We don’t sell video games. Our toys foster problem-solving, social interaction, and resilience. Parents come to us looking for alternatives to screens.”
And those parents? Many of them are returning customers from childhood. In one poignant example, the first franchise location in Andover, Massachusetts, recently reopened after a hiatus. “People came in saying, ‘I shopped here as a kid; and now they’re coming in with their own children or grandchildren.”
That, more than any sales metric, speaks to the staying power of Learning Express. “There was a toy store in every town when I grew up. Now, there’s a generation of kids who’ve never been in one. We’re trying to change that. Bringing that magical experience to a whole new generation of kids is extremely rewarding”