Have a WONDER-filled holiday season

To our incredible partners, customers, and fans,

For over 37 years, Mastermind Toys has been a place that inspires generations of lifelong learners, both kids and kids-at-heart. From coast-to-coast, you’ve explored our aisles as toy demos whiz by, asked our Play Experts to help you discover something new, and wrapped your gifts in our signature wrapping paper that’s designed here in Canada. It’s always especially heartwarming to see this excitement come to life during the holiday season.

As Canada’s Authority on Play, a lot of new Mastermind Toys experiences have emerged in 2021. We created more shopping adventures that fit your life—whether you want to visit us in-store, at curbside, or online. We expanded our curation, offering our biggest assortments of outdoor and back-to-school ever, and launched Mastermind Toys Baby. We released more digital Play Guides and enhanced our Gift Finder and Wish List tools to make it even easier to shop online. And our community of Perks loyalty members has also been growing and there are many more perks in the works…

In true Mastermind Toys spirit, 2021 also brought partnerships both old and new with organizations that share in our belief that “Play is Kids’ Work.” This holiday season, we donated over 100 rolls of our holiday gift wrap to Toys for the North so kids in remote Indigenous communities can experience unwrapping a toy from their wish list. Thanks to the generous support of our customers and employees, we’ve raised $50,000 for Toy Mountain campaigns across Canada and we’re donating over $100,000 in toys to help families in need. We’ve also been collecting a portion of the proceeds from our diversity and inclusivity book offering and I’m excited to announce that Mastermind Toys is donating $25,000 to BGC Canada from our “Books That Give Back” initiative.

A new year brings a new chapter in our story, and do we ever have big plans ahead! We recently launched our “Let’s Play” campaign as a reminder that the world needs more curiosity, more imagination, and more ways to play—so let’s play!

During a season of gratitude, I want to thank our Play Experts in stores and our Warehouse team for the massive role they play in delivering wonder to Canadians. When I visit our stores across the country, I always hear from our Play Experts that the top reasons why they love working at Mastermind Toys are the opportunities to inspire kids and kids-at-heart with new discoveries and the people they meet. Our stores are the heart and soul of who we are, and our Play Experts embody what makes us special—from stepping into the shoes of our littlest customers to wrapping even the most oddly-shaped toys to giving back to the communities where they work. THANK YOU!

From all of us at Mastermind Toys—in our stores, warehouse, and Play HQ—we wish you a holiday full of little moments that bring you and your family the biggest wonder of all.

Happy Holidays!

From the Mastermind Toys family