Mastermind Toys Marks Major Milestones in 2017: Aggressive Expansion Plans, 50th Store Opening and New Website

11+ New Locations to Include Atlantic Canada

TORONTO, May 16, 2017 /CNW/ - Mastermind Toys, Canada's largest specialty toy and children's books retailer, is in major growth mode and will mark multiple milestones in 2017:

  • Largest Expansion in Company's 33-Year History
  • Opening of Store #50 in Peterborough, ON
  • Launch of New Website,

The Canadian-owned and operated company has announced plans to expand its national retail presence by opening more than 11 new locations in 2017, the largest expansion in the company's 33-year history. Mastermind Toys began with a single location in 1984 and recently marked the opening of its 50th location, a 4,715 sq. ft. store in Peterborough, ON.  Mastermind currently operates in five provinces: Ontario, Alberta, British Columbia, Manitoba and Saskatchewan.  

"It's an exciting time for Mastermind as we celebrate the opening of our 50th Canadian store, a significant achievement for our business," said Jon Levy, Chief Toy Merchant, CEO and Co-Founder, Mastermind Toys. "Growing our brand and increasing our store count in underserved communities is a top priority for Mastermind in 2017."

With a solid track record of quickly gaining momentum in new markets, Mastermind continues to meet the increasing demand for high-quality specialty toys and children's books. Mastermind is planning to open its doors for the first time in Atlantic Canada, quickly creating a strong presence with the opening of five locations:  Saint John, Dartmouth, Halifax, Moncton and Fredericton. The first store is currently under construction in Saint John, NB and is scheduled to open in early Summer. The balance of stores will open in the third and fourth quarters of 2017.

"The demographic indicators and retail market potential in Atlantic Canada are very strong, and represent a major growth opportunity for our company," said Mr. Levy.  "We are confident consumers will embrace the Mastermind concept - a fun and engaging shopping destination offering the very best in specialty toys and children's books, free-gift wrapping and a team of experienced in-store product experts."

Over the next few months, Mastermind will continue to open new stores in markets where it currently operates including Winnipeg, Edmonton, Toronto and Ottawa.  By the end of the year, Mastermind will have 60 stores and 1,100 permanent employees, adding over 50,000 sq. ft. to its retail footprint. The company continues to actively look for new locations in viable markets and expects to have over 80 stores by the end of 2019.


Lethbridge, AB  

January 2017

Peterborough, ON   

April 2017

Saint John, NB 

Summer 2017

Winnipeg, MB (Kildonan)  

Summer 2017

Dartmouth, NS  

Fall 2017

Halifax, NS 

Fall 2017

Moncton, NB   

Fall 2017

Greater Edmonton Area, AB (St. Albert)   

Fall 2017

Ottawa, ON (Orleans)   

Fall 2017

Toronto, ON (Rosedale)    

Fall 2017

Fredericton, NB 

Late Fall 2017

*An additional 2-4 stores may be announced at a later date.

Mastermind has just completed a revamp of its website, helping to bring the magic of its stores online.  The site includes a fresh new look – bigger images, brighter colours, and simpler navigation – as well as an expanded product selection and faster checkout. New features make it easier to search the product selection and find out about the latest store news and events.   A convenient new Gift Finder tool has been added to curate gift lists that can be saved and shared with family and friends. Customers can also buy gift cards – physical and digital – in any denomination, redeem them, and check balances. The ability to search in-store inventory online in real time will come later this Fall.

"While our bricks and mortar stores continue to drive sales, there is tremendous opportunity for digital growth," added Levy. "In order to stay relevant as a brand today, we need to be where our consumers are and be in touch with what they are doing online and asking us for. The new website elevates our customer online shopping experience to meet these needs, and we will continue to add new features and interactive content to provide them with what they are most looking for."

In business over 30 years, Mastermind was founded by brothers Andy and Jon Levy who wanted to offer shoppers a classic toy store experience. Mastermind offers an expertly curated selection of more than 10,000 of the best specialty toys, games and books, including first-to-market items at a variety of price points. The Company's buying team travel the world for inspiring, engaging and unusual merchandise: lifelike Hansa plush animals, fashion-forward Our Generation dolls, ALEX and Creativity for Kids craft kits as well as top global brands like LEGO®, PLAYMOBIL, Corolle, Radio Flyer and Meccano.

Mastermind stores are designed to be exciting, inviting and interactive: bright, colourful environments where touching and exploring is not only allowed, but encouraged. Other signature elements of the Mastermind shopping experience include knowledgeable staff; free in-store gift-wrapping; compelling promotions; and valuable social enterprise partnerships with groups like WE.

For a complete listing of communities where Mastermind Toys is scheduled to open visit

Twitter: @MastermindToys   #MastermindToys                                      

Brothers Andy and Jon Levy started Mastermind Toys in 1984: their dream to create a classic toy-store experience. Celebrating its 33rd year in operation, Mastermind Toys is Canada's largest specialty toy and children's books retailer with 50 locations in Southern, Southwestern and Eastern Ontario; in Calgary, Edmonton, Red Deer, Grande Prairie, and Lethbridge, Alberta; Langley, Coquitlam, Abbotsford, and Tsawwassen, BC; Winnipeg, Manitoba; Saskatoon and Regina, Saskatchewan. Five stores will open in Atlantic Canada starting in Summer 2017. Both in-store and online, Mastermind is the ultimate toy-shopping destination, the perfect place to find the right toy, game or book for any occasion. Mastermind's handpicked selection includes more than 10,000 unique and educational toys, books, games, arts and crafts, puzzles and science kits. Mastermind proudly provides exceptional and knowledgeable customer service and complimentary in-store gift-wrapping.

SOURCE Mastermind Toys

For further information: Beth Merrick, ZAZOU Communications, (416) 654-9881,, @zazoupr

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