After nearly two decades as a school psychologist on the East Side, Melissa Lewis saw a Facebook post from a friend sharing that her local Westlake toy store was for sale. She says one “crazy idea” later, with encouragement from her supportive husband, Brian Widowski, and two children, Lewis threw her financial hat in the ring to buy Learning Express Toys & Gifts located at The Promenade at Crocker Park.
In that one brave move, she says she aligned her desire to be closer to her busy home and also a new professional career focused on what she already knew about — the power of play.
Thrilled to take over the reins of the existing specialty toy store, which is part of network of independent franchises with more than 85 stores throughout the country, Lewis planned for a grand opening weekend in March 2020. Then COVID happened.
“Welcome to owning a retail store,” says Lewis, who got a crash course and relied heavily on her husband, who has an MBA and experience in retail. “The franchise was amazing in building each store a website overnight almost. Between my assistant manager and myself, one of us was there to fulfill online orders. I would deliver them in my car every day.”
One of the reasons Lewis felt so strongly about continuing the legacy of Learning Express that started in 2009 was because it had been her children’s toy store growing up.
“It was where we would go on our way to a birthday party and find a great unique present and have it wrapped for free, which we still do, and be on our way,” she says. “Growing up I had a local toy store that was fantastic as well, and I think every kid should have that experience.”
It offers toys for newborns and older, including everything from Squishmallows and Legos to arts-and-crafts to board games, STEM toys and outdoor fun.
“What we have found in child development is that children learn through play. We can, as adults, help facilitate open-ended play with our children by providing them great things to play with at all different steps of their development,” says Lewis, whose family relocated to Westlake in 2011 to be closer to her in-laws and raise their son, Ben, and daughter, Mia. “This community is a really special place. Our kids are thriving in the schools, we have great friends and we are so happy here. It’s been fantastic.”
Lewis says while she misses her school district and students, she loves her full-time gig working in playland where all ages can come in and experience the toys first-hand and receive expert recommendations — key things that set her brick-and-mortar store apart from others.
“I love matching customers with the perfect toy.”
