Mind Games
Mind Games is a Canadian retailer of brain teasers, jigsaw puzzles, and toys, headquartered in Markham with 101-250 employees. The company expanded into luxury fragrances via an exclusive Selfridges partnership in October 2025.
- Company typePrivate
- Founded2002
- HeadquartersMarkham, Canada
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Mind Games does
Mind Games, founded in 2002, is a Canadian specialty retailer headquartered in Markham, Ontario, with 101-250 employees. Its core business is the retail of brain teasers, jigsaw puzzles, and toys, serving consumer hobbyists through direct retail channels. The firm operates as a private, for-profit company with no public listing and no disclosed funding history.
Mind Games firmographics
Firmographics- Name
- Mind Games
- Website
- https://mindgames.ca
- Company type
- Private
- Founded year
- 2002
- Headcount range
- 101–250 employees
- Short description
- Mind Games is a Canadian retailer of brain teasers, jigsaw puzzles, and toys, headquartered in Markham with 101-250 employees. The company expanded into luxury fragrances via an exclusive Selfridges partnership in October 2025.
- Ownership category
- akta.pro rank
Mind Games industry classification
Industry- Product category
- Luxury Fragrances
- NAICS
- Hobby, Toy, and Game Retailers (45912)
- SIC
- Retail-Hobby, Toy & Game Shops (5945)
- akta.pro primary industry
- Board Game & Puzzle Specialty Retailers (CRALALAA)
Keywords
Where Mind Games is headquartered
LocationHeadquarters
- HQ city
- Markham
- HQ country
- Canada
- HQ region
- North America
Markets served
Mind Games business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel
Revenue model
- Fragrance Product Sales: Mind Games generates revenue through the sale of exclusive fragrance products via retail partnerships. The company creates branded fragrances that are sold through premium retail channels like Selfridges as exclusive launches, likely operating on a wholesale model where the retailer purchases inventory for resale.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Mind Games product offering
Product offeringCore offering
Mind Games creates and distributes exclusive fragrance products sold through premium retail channels. The company partnered with Selfridges to launch two exclusive fragrances available only through Selfridges retail locations, operating on a wholesale model where the retailer purchases inventory for resale to end consumers.
Product overview
Mind Games is a fragrance company that has partnered with Selfridges to offer exclusive fragrance products. The company produces perfumes and fragrances, with the Selfridges collaboration representing exclusive retail-exclusive offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- Exclusive Fragrance Launch with Selfridges (Two Fragrance Products) Two limited-edition, exclusive fragrance products developed by Mind Games and distributed exclusively through Selfridges department stores. Targeted at affluent consumers seeking luxury, scarce fragrance products not available through mass-market retail channels.
Companies that use Mind Games
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles2 records
Mind Games technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Mind Games partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- SelfridgescoreMind Games has partnered with Selfridges, a premier luxury department store in the UK, for the exclusive launch of two fragrance products. This is a strategic retail partnership where Selfridges serves as the exclusive retail channel for these limited-edition fragrances. The partnership positions Mind Games within the luxury retail segment and leverages Selfridges' reputation and customer base for distribution.
Recent moves2 records
Expansion highlights3 records
Mind Games competitors and assessment
Company assessmentBroad incumbents
- Toys"R"Us Canada: Multinational toy retailer operating primarily in Canada. Broad incumbent that competes in puzzles and games but across the full toy category.
- Ravensburger: Global puzzle and games manufacturer/retailer with extensive puzzle lines and family games. Broad incumbent in the same puzzle-and-games category that Mind Games retails, with both retail and brand presence.
- Indigo Books & Music: Canada's largest lifestyle book and gift retailer, carrying puzzles, games, and toys alongside a broader assortment. Regional incumbent competitor for gift-driven brain-teaser purchases.
Direct peers
- Cobble Hill Puzzle Co. Premium puzzle brand and online retailer focused on art-inspired jigsaw puzzles for adult puzzlers. Comparable target customer and product positioning to Mind Games' brain-teaser segment.
- Puzzle Warehouse: North American specialty puzzle retailer carrying a deep catalog of jigsaw puzzles, brain teasers, and specialty games. Direct competitor for puzzle enthusiasts and gift buyers.
- Mastermind Toys: Canadian specialty toy retailer offering puzzles, games, and educational toys across physical and online channels. Direct comparable to Mind Games given overlapping product categories, Canadian market focus, and specialty-store positioning.
- Bits and Pieces: US-based specialty retailer of jigsaw puzzles, brain teasers, and games. Direct comparable in product mix and customer demographic.
Emerging players
- ThinkFun: Game and brain-teaser brand/retailer specializing in logic puzzles, STEM toys, and educational games. Comparable in the brain-teaser/educational-games subcategory.
- Stonemaier Games: Premium board and hobby game publisher with direct-to-consumer retail. Comparable in hobby-game category overlap and enthusiast customer base.
Others
- MEC (Mountain Equipment Company): Canadian specialty outdoor retailer; included as an example of Canadian specialty-retail peers operating curated, category-focused formats—relevant for retail-model rather than product comparability.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat2 records
Key risks4 records
Key highlights5 records
Customer concentration
Mind Games social profiles
Digital presenceMind Games financial estimates
Financial estimateRevenue estimate
Valuation estimate
Mind Games leadership team
Management profileNumber of profiles
Mind Games funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Mind Games 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 Mind Games
What does Mind Games do?
Mind Games creates and distributes exclusive fragrance products sold through premium retail channels. The company partnered with Selfridges to launch two exclusive fragrances available only through Selfridges retail locations, operating on a wholesale model where the retailer purchases inventory for resale to end consumers.
When was Mind Games founded?
Mind Games was founded in 2002. It employs 101 to 250 people.
Where is Mind Games based?
Mind Games is headquartered in Markham, Canada, in the North America region.
How does Mind Games make money?
One revenue line is on record: fragrance Product Sales.
Who are Mind Games's main competitors?
Broad incumbents on record are Toys"R"Us Canada, Ravensburger and Indigo Books & Music. Direct peers are Cobble Hill Puzzle Co., Puzzle Warehouse, Mastermind Toys and Bits and Pieces. Emerging players are ThinkFun and Stonemaier Games. MEC (Mountain Equipment Company) is listed as an others.
Does Mind Games have an API?
No public API is recorded for Mind Games.
What industry is Mind Games in?
Mind Games's product category is Luxury Fragrances. Its primary akta.pro industry code is CRALALAA, Board Game & Puzzle Specialty Retailers. Its NAICS code is 45912 and its SIC code is 5945.