DEVENS, MA--(Marketwire - September 29, 2010) - Learning Express, the nation's largest specialty toy store franchise, has contracted with Engage121 to facilitate social media communications between the franchisor's corporate headquarters, their franchisee stores, and local customers across the country.

Learning Express, with more than 150 independently owned and operated stores nationwide, encourages local involvement of each store with area schools, neighborhood charities and community fundraisers. Learning Express will rely on Engage121, a software company with expertise in social media and franchise communications, to extend that local focus through multiple social media networks and blogs.

The Engage121 Enterprise software edition includes the unique ability to localize outbound messages from the corporation's headquarters, through the local stores, to reach local consumers. This "Speak Local" feature allows all social media messages, including news, special offers, contests, polls, and charitable initiatives to include the unique street address, store owner's name and other location-specific information for each Learning Express store.

The Engage121 software allows Learning Express to simultaneously monitor numerous social media networks, more than 200,000 blogs, as well as traditional news media. More importantly, Engage121 clients can engage immediately any individual identified from within the social media platforms or blogs that the application monitors. All activity in the application is tracked and measured to evaluate results. Presently, the Engage121 application integrates twelve leading social media networks and tools and can be customized to include additional platforms to meet client demand.

"We'll save a ton of time and energy having the social networks we once used separately, now integrated in the Engage121 application," said Learning Express Founder and CEO Sharon DiMinico. 

"Their software allows us to support our stores with consistent social media postings, enable our franchisees to conduct better local social media campaigns, and measure our results across all stores," Ms DiMinico added.

The Engage121 application includes a Market Library that enables Learning Express to provide unlimited promotional content for use by each store. An Events Library allows all users to discover upcoming local events for a continuous source of relevant messages and potential local promotions.

"We're very proud to add such a socially responsible company like Learning Express to our client roster," Engage121 CEO Jon Victor said. "Their decision to use Engage121 supports our market position, that there is no other provider in the marketplace with this level of localized, social media engagement across hundreds of locations," Jon Victor said. 

About Learning Express

Learning Express provides an extraordinary shopping experience with knowledgeable sales staff who can offer expert advice on choosing the perfect toy, for every child, for every occasion. The Learning Express product mix is carefully selected from manufacturers around the world and each toy has exceptional play value. A birthday gift registry, free gift-wrapping, free personalization, civic fundraising, and customer VIP programs make each Learning Express store an integral part of its community. For more information about Learning Express, please visit

About Engage121

For more than ten years, Engage121 Inc. has provided communication services to hundreds of national franchisors, dealerships and direct sellers. With that decade of experience, the company developed a single social media application tailored for the unique communications needs of a national enterprise or brand with hundreds of sales locations. Engage121 Inc, formerly eNR Services, is the creative force behind the Engage121 social media application. The company continues to provide other, highly regarded communications tools: Grassroots PR, MediaQ, MatchPoint and AP Planner, and counts more than 2,000 industry-leading companies as valued clients. For more information, please visit

Contact Information:

Media Contacts:
Ariel Faulkner
Communications Director for Learning Express
(978) 889-1087

Stuart Tracte
The Morris + King Company for Engage121