Letter from America - Rick Derr

Vendor partners- begin to think differently

After 20 years working at A.C. Nielsen/D&B Research Company, Rick opened the first Learning Express Toys franchise in the Chicago area in 1996 and then became a sub-franchiser. Although leaving the corporate environment behind, he has combined his expertise in data and numbers with a passion for the toy retail space. This month, Rick shares a talk he gave at this year’s Learning Express Convention.

We held our annual Learning Express Toys Convention and Show (Building Magic Moments) in late June. It was a very important meeting for franchisees as we approved and started to implement a new POS system. Being a franchise poses several disadvantages when a company wants to standardize data and procedures, yet continue to let the entrepreneurial spirit push forward. We have hit the sweet spot on this and will be implementing the new system over the next year. In addition, the convention invited new vendors to join our partners as we face the tariff headwinds of 2025. Together though, we will persevere and are determined to win.

At the convention, I presented a vision of how we must start to think differently about the relationship between manufacturer and retailer - specifically in marketing and selling to the consumer. As a retailer, the traditional approach of using print media to reach shoppers still has a place, although it has become less impactful for us over the last ten years. Just as the pandemic changed buying habits, it also altered how we communicate to our customers, as well as how we prospect for new ones. Yet driving traffic into stores naturally remains our No. 1 priority.

The new POS platform will now allow us to have an infrastructure to advertise, promote and sell our products in a social way. No, I’m not kidding; I want to stream live selling from my store directly to the consumer, where they can be informed, educated, excited and ultimately purchase with one click on the platform they prefer: TikTok, YouTube, Meta, website, or any future apps or platforms that become available.

So, what does that mean for the Vendor community? I have been working with Lee Parkurst, Chief Fun officer and social media selling & content creator expert, to begin discussing, educating and implementing new brand partnership ideas - some of which are now in test mode with two global toy companies. Some of the brand partnership ideas include:

1. Shoppable Social Content Bundles

Instead of catalogue ads, brands could sponsor TikTok and Meta content co-created with store owners or local creators – think “Back-to-School Picks” or “Top STEM Toys of the Month,” promoted via Instagram Reels and TikToks with links that drive direct conversions. 

2. Website (Shopify) Features & Promotions 

Brands could fund localized homepage banners or category features on individual store websites (e.g., Shopify). This provides digital visibility akin to prime shelf space, but with real-time engagement metrics.

3. Retail-Ready Creator Sampling

Learning Express stores could work with brands to distribute product samples to local parent influencers, bundling influencer-generated content with store-exclusive promo codes. Brands get social proof; stores get foot traffic and trackable sales.

4. Digital Co-Op Advertising Funds

Reallocate catalogue buy-in budgets to support retailer-paid media. For example, brands could match ad spend for Meta or YouTube ads run by stores, making them centrally coordinated and branded. This could apply to Learning Express in general or be geo-targeted to reach specific store locations. 

5. In-Store + Online Event Series

Brands could sponsor themed in-store events (e.g., STEM Saturday) with digital amplification—live-streamed demos, content recaps, or limited-time promo codes that reward both attendance and online follow-through.

I believe we need to think differently - think end consumer. Suppliers should treat local indie toy stores as the direct arm of their sales force. We love your brands, so help us spread that love efficiently, surgically and in a social setting. The future for indies and vendors working together in a different way is now, so let’s start the conversation globally. The only way to lose is by not participating.