From its humble beginnings in 1984 as a 300-square-foot shop selling educational software for home computers to its current status as the nation’s largest specialty toy and children’s book retailer, Mastermind Toys has redefined the concept of play and set new standards for the retail experience.
The “Why Kids Play” Model: Guiding Mastermind Toys’ Success
At the core of Mastermind Toys’ success is their unwavering commitment to play as an essential aspect of a child’s development. Guided by their “Why Kids Play” philosophy, the company curates products based on age and learning stage. This approach ensures that every item on their shelves sparks curiosity and nurtures a love for learning, which is evident in their slogan: “Play is Kids’ Work.”
A Wonderland of Toys, Online, and In-Store
Their website is a playground for fun, thoughtfully designed with a passion for play. Customers enjoy easy navigation, find helpful product information, and have access to convenient online shopping options. Complementing its brick-and-mortar locations, the website offers a user-friendly experience and convenient online shopping options.
Mastermind Toys’ Nationwide Presence
Over the years, Mastermind Toys has expanded its presence, now boasting an impressive 68 stores spread coast-to-coast across Canada. According to Todaysparent.com: “At every store, you’ll find a well-stocked selection of top new toys, iconic classics, exclusive items, and everything in between. They also categorize by play patterns, not gender. There’s free gift wrapping, perks membership benefits with early-access deals, and plenty of knowledgeable, toy-loving associates keen to help you find the right thing.”
Mastermind Toys’ Commitment to Canadian Customers
Mastermind Toys achieved the “Omni Channel Award” in 2021 for its impressive digital transformation and strategic success. In 2022, they were recognized as one of Canada’s Best Managed Companies for their strong leadership and exceptional practices. Winning the “Retail Marketing Award” further confirmed their position as a retail industry innovator, leading the way for others to follow.
Resilience and Adaptability
Originally established as an educational software store, Mastermind Toys has successfully evolved into a significant player in the toy retail industry. While big-box retailers dominated the market, Mastermind Toys stands out by prioritizing high-quality and enduring products. They steer clear of short-lived trends and plastic toys, focusing instead on timeless classics and innovative toys that engage and captivate young minds.
The Future Ahead
As we look to the future, Mastermind Toys’ success is promising. Their private brand collection, launched on April 4th, 2023, has been a big success and is now featured in the third annual Spring Play Guide. It’s become the most profitable and second highest in sales for Canada’s Authority on Play.
With Sarah Jordan as the new CEO, Mastermind Toys is now placing a strong emphasis on providing the best customer experience and improving its digital presence. The new pick-up in-store option makes shopping more convenient, and special initiatives like the “Inspiring Educators Program” show their dedication to customers and the community. Through its exceptional business practices, Mastermind Toys has firmly established itself as a true retail titan—a mastermind in the world of toys and beyond.« Back to Blog