Our Brand Story
What began in a cozy 300-square-foot shop in Toronto has grown into Canada’s largest specialty toy and book retailer. Founded in 1984 by brothers Andy and Jon Levy, Mastermind started as an educational software store before expanding into toys, books, and games that inspire meaningful play.
With a growing number of stores and the launch of our website in 1997, our commitment to thoughtful, developmentally rich experiences has remained constant. By 2005, we rebranded as Mastermind Toys—bringing joy and imagination to families across the country. Today, with 48 stores coast-to-coast, our purpose is more focused than ever.
Proudly Canadian, Passionately Purposeful
In 2023, we entered an exciting new chapter with the support of Unity Acquisitions Inc. Through it all, we've stayed rooted in our mission: to champion play as a lifelong tool for discovery and connection.
Our Mission
Mastermind Toys is Canada’s expert on play. For over 40 years, we’ve curated smart toys, games, and books that support every stage of a child’s development; sparking curiosity, building confidence, and making learning feel like fun. Thoughtfully chosen by experts and loved by families, every toy we offer serves a purpose in a child’s growth. Because when play is meaningful, play comes first.
