Bucks County Toy Stores Awarded "Specialty Retailer Of The Year" Title

NEWTOWN, PA — The Learning Express stores in Newtown and Richboro have been named Specialty Retailer of the Year by one of the top toy brands in the nation - Melissa & Doug.

Representatives from the Connecticut-based company, known for its classic wooden toys, were in Newtown this week to present the award to its owners and store managers.

"We are only giving out six of these across the nation so it's a really big achievement," said Melissa & Doug Channel Director David Postlethwaite, who oversees sales to between 5,000 and 6,000 specialty stores across the nation.

"These stores changed ownership last summer and they didn't miss a beat. And they are a pleasure to work with," added Melissa & Doug Sales Account Manager for Specialty Stores Jessica Dinverno who nominated the local stores for the award.

Dinverno particularly gave shout outs to the store's two managers - Joanne Peterson in Newtown and Lisa Kotsopoulos in Richboro - for being "great partners" to work with.

"We wouldn't be able to do this without our managers," said Ashley Rosenthal, who co-owns the stores with her husband, Dan, and their business partners, Alexa and Tyler Moore. "They know what they're doing. They've been doing it for years. And they really helped us find our spot when we took over last summer."

The Newtown and Richboro stores were among six stores selected for the recognition by Melissa & Doug from more than 5000 specialty toy stores nationwide that carry their products and the only two in the Learning Express chain.

"It's an honor to win Specialty Retailer of the Year. It's really amazing," said Rosenthal. "We do a lot of business with Melissa & Doug. And every parent knows Melissa & Doug. They have a great product - well made and well known."

Melissa & Doug, which was started by Melissa and Doug Bernstein in their basement in 1988, today produces and sells more than 2,000 products nationwide from wooden puzzles and arts & crafts products to plush toys and other educational toys.

"We have no screens. We have nothing electronic - just a few items that require batteries," said Dinverno. "Open-ended play is essential for a child's development, and we've partnered with the American Academy of Pediatrics to promote open-ended play."

The Melissa & Doug toy line, for ages 6 and under, focuses instead on learning by playing through its pretend to play, learning and motor skills lines, making it a perfect partner with Learning Express, which has been inspiring growth through play since 1987.

Melissa & Doug sales account manager Jessica Dinverno and Melissa & Doug sales director David Postlethwaite, left, present owners Ashley and Dan Rosenthal with the award. Not pictured: Co-owners Alexa and Tyler Moore.

"All of our items pertain to learning and teaching the kids," said Dinverno.

Some of the company's top sellers are its Super Smile Dentist Kit, its Fishing Play set and its "Dust. Sweep. Mop." play set from its Let's Pretend line.

"The kids love it. They want to mimic what they see. They want to mimic what mom is doing, what dad is doing, whether they are cooking or cleaning," said Postlethwaite.

"A good toy," he adds, "is 90 percent child and 10 percent toy. The child brings all the energy, the fun, the imagination to the toy. The toy shouldn't be the be all and end all."

Another big seller is its wooden doorbell house from its motor skills line. "I love this. It's been around forever," said Postlethwaite. And of course its signature toy is its Rainbow Stacker Classic Toy, which doubled as the Specialty Retailer of the Year Award presented to the local Learning Express.

Joanne said the Newtown store has a loyal following of Melissa & Doug customers. "The brand has been around for a long time so people come in and specifically ask for Melissa & Doug," she said.

Learning Express Toys & Gifts, founded in 1987, is a franchised retail toy store concept focused on quality and educational toys and gifts for children of all ages. With more than 85 franchised stores in 27 states, Learning Express Toys is the largest and most established specialty toy franchise business in America. The local stores in Newtown and Richboro have been in business for nearly three decades.

Correction: In an earlier version of this story, the name of the toy company was incorrect in two references. A caption also misidentified the owners who were pictured.