Cesar Simon

Mastermind began in 1984 as a 300-square-foot shop in Toronto that sold educational software for home computers. Now with 68 stores coast-to-coast and a wonder-filled website, Mastermind Toys is the nation’s largest specialty toy and children’s book retailer. We’re a place where curiosity guides kids—and kids-at-heart—to new discoveries around every corner. As Canada’s Authority on Play, we take play very seriously because we believe that “Play is Kids’ Work.” Our curators are industry-leading merchants who follow our “Why Kids Play” Model to select products based on age and learning stage and lead thinking on development, education, and play patterns in the industry. At Mastermind Toys, we are proud to represent the cultural values that have guided us throughout our almost 40-year Canadian heritage. We value: Customer obsession: we’re curious about why kids play Action: we think bold and act fast Performance: we play to win together Inclusivity: we want to create a space for all to play Having fun: we believe everyone should embrace their kid- at-heart. In 2021, we won the Omni Channel Award at Retail Council of Canada's Excellence in Retailing Awards for our digital transformation and in 2022, we were named a winner of Canada's Best Managed Companies and won the Retail Marketing Award at the Excellence in Retailing Awards.