Mastermind Toys

Mastermind LP, trading as Mastermind Toys, is a Canadian chain of toy stores. Based in Scarborough, Toronto, Ontario, the company was founded in 1984 by Andy and Jonathan Levy, and primarily sells children's toys and books, with an emphasis on educational products.

Mastermind LP
Mastermind Toys
FormerlyMastermind Educational Technologies Inc
TypeRetail
Mastermind Educational
IndustryToy store
Founded1984 (1984)
Scarborough, Ontario, Canada
FoundersAndy Levy
Jonathan Levy
HeadquartersToronto, Ontario
Number of locations
69
Area served
Key people
Jonathan Levy, Humphrey Kadaner, Pinder Basi
Number of employees
2,300
Websitewww.mastermindtoys.com

Early History

Mastermind was established after Andy and Jonathan, who were marketing software to construction firms at the time, encountered a computer store employee demonstrating educational software. Having foreseen the concept as soon becoming commonplace, the brothers established Mastermind Educational Technologies in North Toronto to serve as a retailer of such products. The store soon branched out towards educational toys in general. Proving successful, the chain began to expand.[1]

The first store (300 square feet) opened in 1984 and the second opened in 1985. Through the 1990s, 10 locations across the GTA were established.[2]

Current Operations (2017 to present)

The Globe and Mail contrasted Mastermind to its main competitors, Toys "R" Us and Walmart, by classifying it as a mid-size "specialty retail" chain with a focus on premium and "trend-proof" products, as opposed to big-box rivals "sustained by branded plastic".[1]

As of September 2017, the chain operated 56 locations across the country, and planned to expand to at least 90 locations by 2020, followed by expansion into Quebec.[3][4]

In January 2020, Sarah Jordan was appointed CEO of Mastermind Toys, formerly a Principal at The Boston Consulting Group and Senior Vice President of Customer Experience and Omni Channel Strategy at Scotiabank. Co-founder and previous CEO, Jon Levy will remain on the board.[5]

References
  1. "Certain toys are us". The Globe and Mail. Retrieved 2018-06-10.
  2. "Our Story". www.mastermindtoys.com. Retrieved 2020-06-03.
  3. "Mastermind Toys ramps up expansion even as Toys "R" Us flounders". CBC News. Canadian Press. Retrieved 2018-06-10.
  4. "As Toys "R" Us stumbles, Mastermind is opening more stores | The Star". Toronto Star. Retrieved 2018-06-10.
  5. "Mastermind Toys Appoints New CEO Amid Strategy Shift [Exclusive]". Retail Insider. 10 February 2020. Retrieved 8 October 2020.


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