Learning Express Toys: Leading the Way in Specialty Toy Retail

Learning Express Toys is a prominent specialty toy retailer that offers a diverse range of educational toys, games, and gifts for children. Founded in 1987 by Sharon DiMinico in Acton, Massachusetts, the company has grown significantly and is now headquartered in Devens, Massachusetts. In 1990, Learning Express Toys began franchising, enabling entrepreneurs to open stores across the United States.

The franchise specializes in providing high-quality, educational, and unique toys that promote learning and creativity among children. Their product selection includes items that cater to various developmental stages and interests, ensuring that children receive engaging and beneficial play experiences.

What sets Learning Express Toys apart from competitors is its commitment to personalized customer service, in-store events, and a carefully curated inventory that reflects the latest trends in educational play.

Training

Learning Express provides a comprehensive training program to ensure franchisee success. The franchisor offers several types of training, including:

1. Initial Training Program: This includes up to a four-week orientation and training period conducted at the franchisee's store as part of the Grand Opening process. The franchisor covers the cost of the training itself, but franchisees are responsible for travel, salary, and other expenses for themselves or their employees.
2. New Store Owner Training: This program lasts approximately 40 hours over five days and is mandatory before the store opens. It covers essential topics like hiring, training, marketing, merchandising, and operating the store's systems.
3. First-Year Training: Franchisees are required to attend additional training during the first year, including events like the Annual Convention and Toy Fair, to enhance their skills and knowledge.
4. Supplemental and On-Going Training: Ongoing guidance is provided through manuals, updates, webinars, on-site visits, and consultations. Additional advanced training may also be required, with associated costs borne by the franchisee.
5. On-Site Assistance: During the store's opening process, assistance is provided for merchandising, customer service training, marketing, and other operational areas. Follow-up visits and training during the first year ensure continuous support.

Territory Protection

Learning Express offers a designated territory to its franchisees to protect their business interests. Each franchise is assigned a specific geographic area based on factors like zip codes, city boundaries, or a radius from the store location.

As long as the franchisee is not in default, Learning Express agrees not to establish another franchise or operate a company-owned store selling similar products within this territory.

Despite this protection, the franchisor retains certain rights. Learning Express may approve the establishment of other non-competing business models or sell products through channels like online platforms or catalogs within the same area. This balance aims to protect franchisees while allowing the franchisor to adapt to broader market strategies.