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.

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.
The first store opened in 1984 and the second opened in 1985. Through the 1990s, 10 locations across the GTA were established.

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".
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.
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.
Ms. Jordan’s strategic mandate is to enhance Mastermind Toys’ customer experience, amplify their brand as the Authority on Play in Canada, by bringing the best selection of educational, curated toys and books to feed curious minds. She is leading the charge to re-imagine the retailer’s Canadian brick-and-mortar footprint as well as its digital capabilities to deliver wonder to its loyal customer base and to attract new customers.
On February 10, 2020, Retail Insider published the following article announcing Ms. Jordan’s appointment that includes a summary of her strategic vision for the retailer and her goal to ‘‘wow’ customers in the channel of their choice and delight them at the moments that matter’.