Mastermind Toys marks first holidays with new proprietor centered on infants, ‘kidults’

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TORONTO — In a nook of Toronto’s Union Station, one of many nation’s most beloved toy outlets is working to ship clients a message: “We’re open and we’re right here to remain.”

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It was only a yr in the past that Mastermind Toys filed for creditor safety on one of many busiest buying days of the yr, Black Friday. The 40-year-old retailer recognized for academic toys blamed the transfer on rising competitors, COVID-19 disruptions and a deteriorating economic system that had clients tightening their belts.

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The model closed 18 of its then-66 shops earlier than Unity Acquisitions, a personal fairness agency co-owned by Membership Monaco co-founder and Joe Recent visionary Joe Mimran, swooped in to rescue Mastermind in January.

Whereas a lot of the time since has been devoted to giving the model a recent look and altering what fills retailer cabinets, vice-president of operations Marcello Piane admits guaranteeing Canadians know the retailer nonetheless exists has additionally been a precedence.

“There’s nonetheless so many shoppers that are available in and are like, ‘I assumed you guys closed,”‘ he stated in an interview.

“We’ve give you a want guide for the vacations and one other guide for our fortieth birthday and even my neighbours that bought a replica have been like, ‘Oh my gosh, you guys are nonetheless open.”‘

The Union Station retailer he’s standing in is the 1st step in addressing these reactions. The 688 square-foot area is a pop-up that will probably be gone shortly after Christmas, however it will likely be seen by 300,000 day by day commuters traversing the bustling transit hub throughout Mastermind’s busiest season.

The very first thing they’ll discover is the brand new, modern look. The model’s signature circles nonetheless speckle Mastermind shops however now they’re paired with extra muted, fashionable tones.

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Then, there are the adjustments to merchandise.

The science experiment kits, puzzles and craft units that founders and brothers Jon and Andy Levy constructed Mastermind on stay, however there are new additions like Tokidoki collectible figures, psychedelic-looking NeeDoh squeeze toys and Loopy Aaron’s putty, slime-like toys which are fluffy, fruity or full of sprinkles.

Henrietta Poon, Mastermind’s head of promoting, factors to the putty sitting on a desk labelled “trending.”

“Our younger viewers doesn’t simply get one. They acquire throughout the board (as a result of) they aren’t pleased with two cans,” she stated, including it faucets into the realm of merchandise youngsters encounter on-line after which placed on want lists.

Steps away are tables dedicated to Coco Village — a Quebec-based maker of wood lemonade units, dollhouse items and physician kits _ and Melissa & Doug, the largest identify in wood toys and a model purchased by Toronto toy big Spin Grasp earlier within the yr.

Mastermind’s earlier proprietor, Birch Hill Fairness Companions Administration Inc., stopped promoting Melissa & Doug. Piane and Poon aren’t positive why.

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“When the crew joined at Unity, they have been like, ‘That is what (youngsters) are asking for. Let’s get it’ and so they introduced Melissa & Doug again into the shop,” Poon stated.

Whereas youngsters of all ages play with toys from the model, Mastermind sees Melissa & Doug, together with Coco Village, as a means to attract in infants and preschoolers.

“Mastermind Toys in itself does a extremely good job with ages six to eight. That’s our candy spot with youngsters,” Poon stated. “However after we take into consideration improvement by all the youngsters ages, child and preschool is so important, which is why we’ve turned our consideration there.”

One of many indicators of this focus got here earlier this yr, when Mastermind began promoting child and toddler clothes from Mimran’s model Rise Little Earthling, however this vacation season, it would add attire made with Ms. Rachel, the YouTube sensation whose merchandise are topping most-wanted lists.

The concentrate on the youngest clients is wise, stated Lisa Hutcheson, a retail strategist with J.C. Williams Group. Mother and father shopping for for the youngest of youngsters are typically probably the most enthusiastic about making purchases in-person and may get drawn into the model solely to appreciate how helpful it will likely be and preserve it in thoughts as their child grows.

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“As the youngsters get slightly bit older, they’re migrating to having the ability to store on-line and … then rapidly there’s much more competitors,” Hutcheson stated, naming shops from Walmart and Amazon to grocery shops as Mastermind rivals.

Mastermind can be attempting to lure in “kidults” — adults with kid-like pursuits similar to Lego, puzzles, collectibles, mannequin automobiles and Squishmallow plushies.

Beneath Unity, which additionally owns trend manufacturers Package + Ace and Casca Footwear, Mastermind has expanded its occasions from make-and-take Lego classes for youths.

Now, there are ticketed evenings marketed for date evening or gatherings amongst associates. Attendees race to be the quickest puzzle assembler or put collectively intricate flower preparations or Components 1 automobile Lego units, whereas having fun with mocktails and meals.

Every occasion has bought out, Poon stated.

Hutcheson thinks grownup occasions are “an attention-grabbing tactic” however stated guaranteeing everybody is aware of about them have to be difficult for Mastermind.

“If you happen to don’t have kids, you wouldn’t comply with them on social media or something like that,” she stated.

The occasions, nonetheless, accomplish one thing Grant Packard stated ought to be a aim for Mastermind: getting clients into shops past Christmas time.

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“You’ll want to get of us in there the opposite three quarters of the yr and make it an everyday vacation spot for birthday events,” stated the affiliate professor of promoting at York College, who has suggested Loblaw Cos. Ltd. and Indigo Books & Music Inc.

“So one thing like, for instance, a present registry for youths for birthday events can be a enterprise builder.”

However earlier than Mastermind can take into consideration such concepts, it has to take care of the speedy vacation season’s challenges.

First, Vancouver and Montreal port strikes threatened the stream of merchandise to retailers. Then, job motion at Canada Submit halted mail deliveries.

Mastermind was in a position to get its want guide out earlier than mail supply stopped however has now needed to depend on various carriers to ship orders that began speeding in as quickly as Black Friday neared.

Amid the frenzy, the federal authorities determined to waive for 2 months the GST charged on some junk meals, diapers, books and most significantly for Mastermind, toys.

Getting ready for when the tax aid kicks in on Dec. 14 didn’t take a lot, however Piane admits the season up to now has been one thing to behold.

“Our seatbelts are buckled,” he stated. “We have now each fingers on the wheel as a result of … it’s going to be fairly chaotic in our shops. In a great way.”

This report by The Canadian Press was first printed Dec. 6, 2024.

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