Learning Express' Holiday "Perfect Picks"

DEVENS, MA (Monday, September 20, 2004) - Games, dolls, construction toys and personalized items- these are must-have items sure to be on holiday wish lists according to the experts at Learning Express, a franchise of more than 100 independently-owned and operated specialty toy stores.

Parents want classic toys that inspire imagination and creativity - not toys that are played with once then quickly tossed aside and forgotten. Learning Express store owners from Arizona to Virginia offer a wide variety of toys for every age - even teens - and product exclusives that big-box retailers do not offer. It's worry-free shopping at Learning Express where shelves are stocked with unique products, where shoppers can get expert advice on their purchases and have it beautifully wrapped!

After scouring numerous trade shows, the Boston-based specialty toy retailer has identified its Perfect Picks - for the 2004 holiday season. Look for them - and more than 350 other items -- in the glossy 36-page Learning Express holiday catalog dropping this month.

Learning Express' Perfect Picks:

Games: Always a popular holiday choice, games make great gifts for the whole family. Their favorite game this year is also great for taking along on car trips or airplane rides.

Find It (Kid's Edition) from Find It Games. This game contains 48 items hidden among thousands of small beads all contained in a protective, clear canister. Spin It, Twist It, Shake It! Be the first to find the hidden Penny, Marble, Balloon, Letters of the Alphabet, or ý? All Ages. $19.99.


Construction toys: Creating a sculpture or structure is a satisfying activity. These choices appeal to boys and girls, in a wide age range.

Magz-X from Progressive Trading. This is the only magnetic construction toy with its "x"-shape, that makes structures sturdier and easier to build. All the kids who have Magz in their toy box will want this new shape to add to their collection! Magz has also become a favorite desktop office toy for the "older" boys. Comes in various sizes and prices. Ages 5 and up. 74-piece set is $24.99.


ZOOB from Infinitoy. ZOOB is a building set with a difference-the pieces move after kids put them together, so kids can actually play with their ZOOB creations, instead of just looking at them .ZOOB pieces snap, click, and pop together to form joints that rotate, limbs that extend and axles that spin. Ages 6 and up.125-piece set is $29.99.


Creativity: Kits that contain everything you need to express your inner artist!

Make Your Own Cards Kit and Make Your Own Frames from Made By Hands. Create meaningful memories with everything you need to make one-of-a-kind greeting cards, thank-you notes and invitations. Showcase treasured photos with everything you need to make customized frames. Each kit is $19.99. Ages 5 and up.


Dolls: Always a perennial favorite, dolls often become a child's best friend. This year's picks have a twist!

Groovy Girls from Manhattan Toy. This brand has been explosive, and this year six new dolls and outfits to dress them arrive just in time for the holidays. Meet Gwen, Reese, O'Ryan, Oki, Vanessa and Yvette. Price: $9.99 each. Also new is the brand new Groovy Girls Mod Pod Clubhouse at $99.99. For ages 3 and up.


Ugly Dolls from Pretty Ugly. Getting UGLY has never been so cool. Artists Sun-Min Kim and David Horvath have created a series of nine Uglies each with their own unique personalities. UGLIES are VERY cool. For all ages.


Personalization: When kids see their names on a gift, it makes them feel extra special. Every Learning Express store is able to personalize numerous items with a nickname, favorite icon, initials or child's first name. A few examples of the gifts that can be personalized: CD cases, handbags, matchbox car case, ceramic piggy banks, room signs, doll case, lap trays, storage buckets, trading card cases and much, much more. What's in a name? EVERYTHING!

Jewelry: Personalization feeds into popular jewelry items, too. Nicknames, funny phrases and zodiac signs are sought after in jewelry this year. Tweens (kids between childhood and teendom) in particular love our jewelry!

Magnetic Necklaces from The Bead Shop. Buy a 16" chain for $3.99 or use your own, then buy whatever letters you want from $2.99 each and stack up whatever's on your mind! Make your name, a slogan like "Girls Rule" or spell your team name. Buy a bunch of letters and make a new necklace each day! The magnets are super strong so make it as long as you like.


"WOW" Gifts:

Deluxe City Set by Maxim. Kids will swoon over our exclusive (need a new word-choice - she has used exclusively twice in a row) train set for Christmas. Made exclusively for us, we're offering a set with $300 worth of bells and whistles for only $99.99. Ages 3 and up.


Make Your Own Canopy Our exclusive from Creativity for Kids. For the special little girl with a creative flair, our Canopy can serve as a beautiful surround above a bed or suspended from the ceiling as an enchanted play space. Ages 6 and up. $49.99.


Pop-up Bazoongi Play Tent Home-sweet-home with an open and shut door and windows and a quilted roof. Perfect for peek-a-boo fun, a tea party, a hiding place or a private moment. Appealing prints for both boys and girls. Ages 3 and up. $39.99.



About Learning Express
Learning Express is the leader in the specialty toy and children's gift category and has more than 100 locations in thirty states. They provide a fun and friendly shopping environment with sales staff out from behind the counter providing expert advice to parents. Their product mix is carefully selected. Their shelves are stocked with thousands of unique, stimulating and innovative products - including games and puzzles, developmental toys, arts and crafts kits, science and nature products, construction toys, books, dolls, plush and much, much more.

Learning Express stores offer many special services: a gift registry, a frequent buyer program, free gift-wrapping, and free personalizing. They support local schools and non-profit organizations through fundraising and offer professional discounts to teachers. After-school programs and events for kids and parents attract many participants.

The company's headquarters are located in Devens, Mass., but each store is individually owned and operated by people who have a real passion for toys. The first store opened in 1987 in Acton, Mass. It is owned by a private nursery school whose annual proceeds support school programs. For more information on Learning Express or how you can own a Learning Express franchise, please visit www.learningexpress.com or call Jessica at 1-800-924-2296.

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