Mastermind Toys
- Company typePrivate
- Founded1984
- HeadquartersToronto, Canada
- Headcount251–500
- GTM typeB2C
- OfferingServices
Mastermind Toys firmographics
Firmographics- Name
- Mastermind Toys
- Legal name
- Mastermind Toys
- Website
- https://mastermindtoys.com
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Ownership category
- akta.pro rank
Mastermind Toys industry classification
Industry- Product category
- Specialty Toy Retail
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Traditional Toy Stores (CRALAFAA)
- akta.pro secondary industries
- Collectibles, Trading Cards & Blind Box Toys Retail (CRALAFAI), Building Sets & Construction Toys Retail (CRALAFAE), Dolls, Plush & Action Figures Retail (CRALAFAD)
Keywords
Where Mastermind Toys is headquartered
LocationHeadquarters
- HQ city
- Toronto
- HQ country
- Canada
- HQ region
- North America
Offices30 records
Markets served
Mastermind Toys business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Supply Chain, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Retail Product Sales: Core revenue from selling toys, games, books, collectibles, and children's apparel through retail stores and e-commerce website. Products range from budget items ($3.29 sticker packs) to premium items ($349.99 LEGO sets).
- Gift Cards: Digital and physical gift cards sold at retail locations and online. Gift cards are available for purchase at all 48 retail store locations and online (digital only).
- Franchise Fees (planned): Planned revenue stream from franchising operations. The company has retained Bazely Consulting to prepare the business for franchising transition.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing across product categories |
Go-to-market motion1 record
Distribution channels5 records
Marketing channels9 records
Mastermind Toys product offering
Product offeringCore offering
Mastermind Toys is a Canadian specialty toy retailer that sells toys, games, books, plush, dolls, science and education kits, children's apparel, and collectibles through approximately 47–48 physical stores across Canada and a Shopify-hosted e-commerce site. It curates national and exclusive brands (LEGO, MAGNA-TILES, Coco Village, KiwiCo, Bright Stripes, Made By Mastermind Toys, Rise Little Earthling) and supports the catalog with services such as complimentary gift wrapping, a Price Promise price match, Buy Online Pick Up In-Store, and a corporate concierge program for bulk toy orders.
Product overview
Mastermind Toys is a Canadian specialty toy retailer operating 47–48 brick-and-mortar stores and a Shopify-hosted e-commerce platform. Its product portfolio spans toys and play products organized across categories including LEGO and building sets, arts and crafts, science and education, plush and stuffed animals, baby and preschool toys, books, games, puzzles, dolls and pretend play, vehicles and electronics, novelty and collectibles, outdoor and ride-on toys, and apparel. The company carries exclusive brand partnerships such as Coco Village, KiwiCo, and Bright Stripes, and serves adult collectors through its Collectors Corner sub-brand featuring trading cards, collectible LEGO sets, and blind boxes. Key services include a complimentary gift wrapping program, a price promise policy, a corporate concierge service, and an educator discount program. The company has recently introduced a redesigned Mastermind 3.0 store format and expanded into franchising to re-enter previously exited Canadian markets.
Differentiator
Problem solved
Functional benefit
Brands
- Rise Little Earthling: Children's apparel sub-brand offering sustainable and comfortable clothing for kids
- Made By Mastermind Toys
- Coco Village
- Mastermind 3.0
Products and services
- Mastermind Toys Retail Store Catalog (Toys, Games, Books & Plush) Core retail assortment of toys, games, puzzles, books, plush, dolls and pretend play, outdoor and ride-on toys, and vehicles/electronic toys sold through approximately 47–48 Mastermind Toys stores and the mastermindtoys.com e-commerce site for Canadian families and gift-givers.
- Science & Education toys Hands-on science kits, experiments, robotics, engineering sets, and discovery tools for children, sold as a curated category across Mastermind Toys stores and online.
- Baby & Preschool toys Toys and play products designed for babies and preschoolers, including wooden toys, sensory toys, bath toys, and educational activity sets.
- Collectors Corner Specialty retail section offering trading cards (hockey, football, baseball, basketball, Pokémon, Magic), collectible LEGO sets, and blind box collectibles for adult hobbyist collectors.
- Rise Little Earthling (children's apparel)
Quantifiable outcome
- 48-hour delivery promise for toys
Companies that use Mastermind Toys
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Mastermind Toys technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mastermind Toys partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered minor.
- Bazely ConsultingminorRetained by Mastermind Toys to prepare the business for franchising transition, including developing franchise operations and procedures.
- 7-ElevenminorPartnership arrangement for expanded distribution, part of Mastermind Toys' rebuilding strategy after emerging from creditor protection.
- Holt RenfrewminorPartnership arrangement for expanded distribution, part of Mastermind Toys' rebuilding strategy after emerging from creditor protection.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Mastermind Toys competitors and assessment
Company assessmentDirect peers
- Toys "R" Us: Iconic specialty toy retailer that exited Canadian physical stores in 2018 and has since been revived under new ownership (formerly in Canada). Direct competitor in the dedicated toy-store category Mastermind occupies, with comparable category mix (toys, games, baby). Useful benchmark for both specialty toy retail risks and revival playbook.
- Indigo Books & Music: Canada's largest omni-channel book and lifestyle retailer, carrying a meaningful toy, baby, and kids' category under 'Indigo Kids.' Directly comparable as a Canadian specialty omni-channel retailer with experiential stores, exclusive brand programs, and a recovery story post-pandemic — the closest structural comp to Mastermind.
- LEGO Brand Stores: LEGO operates its own brand stores globally, including in Canada. While narrower in category, LEGO stores compete for toy-shopping occasions and experiential toy-discovery experiences; also a key supplier to Mastermind, making it a vertical competitor and partner.
Broad incumbents
- Walmart Canada: Canada's largest mass retailer, with a broad toy department at aggressive pricing. Represents the big-box competitive threat Mastermind defends against via selection depth, exclusivity, and service differentiation.
- Amazon Canada: Dominant e-commerce incumbent in Canada with the broadest toy catalog and competitive pricing. The core structural competitor Mastermind counters with BOPIS, same-day pickup, and in-store expertise.
- Hudson's Bay (The Bay): Iconic Canadian department store carrying a significant toy and kids' category, particularly seasonal. Operates department-store omni-channel retail in the same Canadian footprint as Mastermind.
- Barnes & Noble: US omni-channel bookstore with an expanded toy, game, and puzzle category. Useful US comp for the 'bookstore-plus-toys-and-gifts' retail concept Indigo/Mastermind exemplify in Canada.
- Canadian Tire: Canadian general merchandise and outdoor/sports retailer with seasonal toy assortments and a national footprint comparable in scale to Mastermind's. Useful comp for Canada-only omni-channel retail economics.
Emerging players
- Pop Mart: Global blind-box and designer-toy specialist that has driven the collectible toy trend Mastermind is responding to via its Collectors Corner. Comparable as a high-growth player in the collector/盲盒 category Mastermind is leaning into.
- Kidrobot: Specialty designer toy and collectibles retailer/brand focused on vinyl figures and limited-edition drops. Adjacent competitor in the adult collector segment Mastermind serves through Collectors Corner.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Mastermind Toys social profiles
Digital presenceMastermind Toys financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mastermind Toys leadership team
Management profileNumber of profiles
Profiles5 records
Mastermind Toys subsidiaries and ownership
Company hierarchySubsidiaries1 record
Mastermind Toys funding detail
Funding detailFunding overview
Funding rounds2 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mastermind Toys M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Mastermind Toys
What does Mastermind Toys do?
Mastermind Toys is a Canadian specialty toy retailer that sells toys, games, books, plush, dolls, science and education kits, children's apparel, and collectibles through approximately 47–48 physical stores across Canada and a Shopify-hosted e-commerce site. It curates national and exclusive brands (LEGO, MAGNA-TILES, Coco Village, KiwiCo, Bright Stripes, Made By Mastermind Toys, Rise Little Earthling) and supports the catalog with services such as complimentary gift wrapping, a Price Promise price match, Buy Online Pick Up In-Store, and a corporate concierge program for bulk toy orders.
Is Mastermind Toys a public or private company?
Mastermind Toys is a private company. It is classified as corporate owned and is currently operating.
When was Mastermind Toys founded?
Mastermind Toys was founded in 1984. It employs 251 to 500 people.
Where is Mastermind Toys based?
Mastermind Toys is headquartered in Toronto, Canada, in the North America region.
How does Mastermind Toys make money?
Three revenue lines are on record. Retail Product Sales are the primary driver. The others are gift Cards and franchise Fees (planned).
Who are Mastermind Toys's main competitors?
Direct peers on record are Toys "R" Us, Indigo Books & Music and LEGO Brand Stores. Broad incumbents are Walmart Canada, Amazon Canada, Hudson's Bay (The Bay), Barnes & Noble and Canadian Tire. Emerging players are Pop Mart and Kidrobot.
Does Mastermind Toys have an API?
No public API is recorded for Mastermind Toys.
What industry is Mastermind Toys in?
Mastermind Toys's product category is Specialty Toy Retail. Its primary akta.pro industry code is CRALAFAA, Traditional Toy Stores, with a secondary code of CRALAFAI, Collectibles, Trading Cards & Blind Box Toys Retail. Its NAICS code is 45912 and its SIC code is 5945.