Established
1987
Franchise Units
90
Minimum Investment
$250,000
Franchise Fee
$35,000
Total Investment Range
$350,000
Home Based
No
Description
Learning Express is one of America’s most recognized specialty toy store brands, celebrated for its curated selection of high-quality toys, educational products, creative play experiences, and personalized gifting. For more than three decades, the brand has carved out a loyal customer base by focusing on what big-box competitors often miss—expert product knowledge, community engagement, and a memorable in-store shopping experience that keeps families coming back.
Instead of overwhelming customers with endless aisles, Learning Express stores are intentionally crafted to feel warm, interactive, and discovery-driven. Franchisees offer hands-on demonstrations, craft activities, local events, birthday gift personalization, and specialty toys not typically found in mass retail chains. This focus on experiential retail has helped Learning Express remain resilient, relevant, and profitable—especially in an era where parents value expert guidance and high-quality educational toys.
Positioned at the intersection of retail, education, and community engagement, Learning Express continues to attract entrepreneurs who want a stable business backed by a brand with a proven legacy and deep industry expertise.
Why Invest in the Learning Express Franchise?
A trusted brand with 35+ years of success in the specialty toy and gifting industry.
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High customer loyalty and repeat purchases due to personalized service and curated product lines.
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Proven retail model built on experiential shopping and unique offerings not available at big-box stores.
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Stable and in-demand industry, with parents continuing to seek high-quality educational toys.
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National buying power that lets franchisees access premium products at competitive prices.
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Strong vendor relationships and exclusive merchandise, giving franchisees a competitive edge.
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Community-driven business perfect for owners who enjoy being active, visible, and impactful within their local market.
Background
Established Year: 1987
Founders: Sharon DiMinico
Current Franchise Units: 90+ stores across the United States
Industry Category: Retail – Specialty Toys, Gifts & Educational Products
Headquarters: Devens, Massachusetts, USA
Learning Express began as a small specialty toy shop in Acton, Massachusetts, founded by Sharon DiMinico with a simple belief: parents and children deserved a shopping experience that went far beyond what big-box retailers could offer. Over the decades, the brand expanded steadily, becoming the largest and most respected specialty toy franchise in the United States.
The company remains privately owned, allowing it to retain its focus on curated products, exceptional customer service, and strong franchisee relationships. Learning Express continues to adapt to changing retail trends through e-commerce integration, social-media-driven product discovery, in-store events, and personalized gifting—ensuring the brand stays innovative without losing its boutique charm.
Support Training
Learning Express is known for delivering one of the strongest training and support programs in the specialty retail industry. Franchisees receive comprehensive guidance at every step:
Pre-Launch Support
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Assistance with store location selection, lease negotiation, and market analysis.
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Store layout planning, merchandising guidance, and build-out recommendations.
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Vendor introductions and support with initial inventory selection.
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Grand opening strategy, local marketing launch, and community event planning.
Operational Training
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In-person training at Learning Express headquarters covering retail operations, staff management, inventory control, and customer service best practices.
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Point-of-sale training, ordering systems walkthrough, and product category education.
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Seasonal product planning and year-round merchandising techniques.
Marketing & Growth Support
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National brand marketing campaigns, social media templates, and promotional calendars.
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Guidance on hosting store events, workshops, and community partnerships to build local visibility.
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Access to exclusive products and vendor deals unavailable to general retailers.
Ongoing Support
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A dedicated field consultant offering operational check-ins and performance recommendations.
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Annual franchise meetings, product previews, and educational conferences.
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Continuous learning modules, webinars, and monthly performance insights.
This structured support ensures franchisees never feel alone—whether it’s their first week or their tenth year in business.
Ideal Candidate
Learning Express is best suited for entrepreneurs who enjoy engaging with families, building relationships, and being actively involved in their communities. The ideal candidate often fits the following profile:
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Passionate about children’s products, education, creativity, and retail experiences.
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Hands-on operator or family-run entrepreneur who enjoys being present in the store.
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Strong business instincts with an interest in customer service, inventory management, and sales.
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Investment capability to support initial startup costs and early inventory stocking.
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Preferably located in suburban, family-oriented markets with strong household income levels.
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Prior retail experience is helpful but not required, thanks to the comprehensive training system.
If you love connecting with families and creating memorable shopping experiences, Learning Express is a franchise that offers both financial and personal fulfillment.
Financial Detail
| Category | Amount / Range |
|---|---|
| Total Investment Required | $250,000 – $350,000 |
| Minimum Liquid Capital Required | $150,000 – $200,000 |
| Franchise Fee | $35,000 – $40,000 |
| Store Build-Out & Infrastructure | Varies by market ($75,000 – $150,000) |
| Initial Inventory Package | $60,000 – $100,000 |
| Technology & POS Systems | $7,500 – $15,000 |
| Signage & Fixtures | $15,000 – $30,000 |
| Pre-Opening Marketing Budget | $10,000 – $20,000 |
| Working Capital (First 3–6 Months) | $25,000 – $50,000 |
| Royalty Fees | 4% – 5% of Gross Sales |
| National Marketing Fund | Approx. 1% of Sales |
| Expected ROI Timeline | 12–24 Months |
| Break-Even Estimate | Typically 1–2 Years |
| Potential Revenue Streams | Specialty toys, educational products, STEM kits, events, collectibles, personalized gifts |