Mastermind Toys has opened its first major store redesign since Unity Acquisitions acquired the specialty retailer, launching a new format at The Shops at Pickering City Centre that could define how Canadian toy retailers compete in an increasingly digital marketplace.
The redesigned location serves as the testing ground for CEO John Bayliss‘s “Mastermind 3.0” strategy, which emphasizes experiential retail, exclusive product partnerships, and expert-guided discovery over traditional toy store merchandising. The approach offers insights for specialty retailers navigating the challenge of justifying physical locations when customers can purchase most products online.
The 47-store chain now operates under expanded ownership including retail veterans Joe Mimran and Frank Rocchetti through Unity Acquisitions, with toy industry veteran Stéphane Tétrault joining as an equity partner in April 2025. Tétrault brings over 25 years of experience through his leadership of Imports Dragon and co-ownership of McFarlane Toys, adding licensing and product innovation expertise to the ownership group.
CEO John Bayliss, appointed in May 2025, emphasized the strategic importance of the Pickering pilot as the foundation for nationwide transformation. “This location represents our first major step since the Unity acquisition toward defining what Mastermind 3.0 will become,” he said. “It’s not just a store – it’s a complete reimagining of how families experience specialty retail.”
Bayliss sees the transformation as addressing fundamental shifts in consumer behavior. “Parents today expect more than product availability – they want expertise, discovery, and experiences they can’t get online or at big-box retailers. We’re betting that families will pay for curation, convenience, and community connection when it’s executed at the highest level.”
The CEO’s vision extends beyond individual store success to industry transformation. “We are looking to create more value and to strengthen our specialty positioning,” shared Bayliss. “This isn’t just about Mastermind surviving – it’s about demonstrating that thoughtful, experience-driven retail has a sustainable future and can deliver growth for years to come.”
Vice President of Store Operations Marcello Piane detailed how the new format addresses fundamental operational challenges facing specialty retailers while maintaining Mastermind Toys’ signature gift-wrapping service across all channels.
“The key operational challenge in specialty retail is maintaining consistency without losing the personal touch that drives customer loyalty,” Piane explained. “We’re ensuring every location can deliver expert-level product knowledge while adapting to local market preferences and demographics.”
Piane emphasized the strategic role of data in optimizing store operations. “We’re monitoring which product demonstrations generate the highest conversion rates, and analyzing foot traffic flow to optimize our layout efficiency. These insights informs everything from inventory allocation to staffing requirements.”
The store layout reflects operational principles designed to maximize both customer experience and staff productivity. Strategic product placement encourages natural discovery while allowing staff to engage customers at optimal moments in their shopping journey.
“Whether it’s hands-on building activities or educational workshops, we provide experiences on a frequent basis that reinforce learning through play,” Piane said. “This programming helps establish Mastermind as a community resource rather than just a place to buy toys.”
The operational model balances technology integration with human expertise, according to Piane. “We’re seeing parents bring their kids in just to play with the interactive displays, then they discover products they never considered. That’s exactly what we want – turning browsing into meaningful family experiences.”
Mastermind Toys relocated within The Shops at Pickering City Centre from its previous location next door, which subsequently became a Sephora, in order to secure a premium corner unit with superior visibility and merchandising opportunities. The move illustrates how retailers are increasingly strategic about positioning within existing shopping centres.
Arif Mukhtar, Vice President of Retail Development at Joseph Mimran & Associates, explained the design philosophy behind the relocation. “We had this clean canvas opportunity to completely reimagine what Mastermind could become,” Mukhtar said. “The previous location served us well, but this corner position gives us unmatched visibility throughout the mall corridors. We actually scaled back some window exposure to gain more linear merchandising space, which shows how we’re balancing visibility with operational efficiency.”
Mukhtar emphasized the strategic thinking behind the physical layout. “Every square foot matters in specialty retail. We’re not just displaying products – we’re choreographing discovery experiences. The goal is to slow customers down, encourage exploration, and create moments where families find something they didn’t know they were looking for.”
The new store features what Mukhtar describes as “interactive light tables” – illuminated display fixtures designed to encourage product discovery without requiring intensive staff supervision. These fixtures allow families to handle products freely while freeing up staff for personalized recommendations and relationship building.
“These interactive elements create discovery moments that you simply cannot replicate online,” Mukhtar said. “We want kids and parents to touch, feel, and experience products without hesitation. Behind these displays, we’ve integrated interactive screens that can showcase advertising, launch our website, or engage children with educational games.”
The product strategy reflects Mastermind Toys’ evolution toward educational toy specialization as a competitive response to mass-market retailers. The store prominently features STEM-focused products alongside partnerships that differentiate the retailer from big-box competitors.
“STEM – Science, Technology, Engineering, Mathematics – represents the core of what differentiates us from mass-market competitors,” Mukhtar said. “We’re curating learning experiences that prepare children for their future while honoring how they actually learn and play today.”
The store also features exclusive partnerships that leverage the ownership group’s industry expertise. Beyond the prominent Coco Village displays – the Quebec-based wooden toy brand Unity acquired in April 2024 – Mastermind Toys has expanded into children’s lifestyle products including Rise Little Earthling baby apparel.
“Take Jellycat as an example – it’s not electronic, it’s a unique plush product,” Piane explained. “We monitor social media trends constantly to identify products that align with our educational mission. When we spot trending items that fit our brand, we move quickly to secure exclusive arrangements.”
The strategic evolution reflects the broader expertise of Mastermind Toys’ ownership structure, which expanded in April 2025 when toy industry veteran Stéphane Tétrault joined as an equity partner. Tétrault’s experience with licensing and product innovation through Imports Dragon and McFarlane Toys supports the company’s growth into what executives describe as a “children’s lifestyle brand” rather than traditional toy retailer.
The Pickering location capitalizes on favorable suburban demographics: over 318,000 residents within 10 kilometers, average household incomes exceeding $152,000, and a customer base dominated by young families. These demographics support premium pricing for curated educational experiences.
Mayor Kevin Ashe attended the store opening, emphasizing Mastermind Toys’ role in the community. “Pickering is very community focused. We’re a city of 118,000, but we think smaller in terms of our community connections,” Ashe said. “The mall serves as a gathering place for local school concerts and holiday celebrations, making Mastermind’s family-friendly focus a natural fit.”
The shopping center itself is transforming as part of a larger mixed-use development including over 6,000 planned residential units across 10+ towers called Pickering City Centre. The first phase of residential construction begins in 2025, creating a built-in customer base for retailers.
The store design reflects broader trends in retail technology integration, balancing digital elements with hands-on product discovery. Interactive screens throughout the location serve multiple functions while maintaining focus on tactile experiences that justify physical retail visits.
The format emphasizes what retail analysts call “phygital” experiences – seamlessly blending physical product interaction with digital engagement tools. This approach addresses the fundamental challenge facing brick-and-mortar retailers: creating experiences that justify the visit beyond simple product availability.
The Pickering format will inform ongoing renovations at key locations including Beaches, Richmond Hill, and Bayview Village stores as Mastermind Toys implements changes across its 47-store network. The systematic transformation approach reflects Unity’s significant investment in proving that specialty retail can compete effectively against digital and mass-market alternatives.
The success of Mastermind Toys’ transformation will provide insights for specialty retailers across categories facing similar digital disruption challenges. The company’s emphasis on exclusive products, expert guidance, and community programming offers a template for physical retail evolution.
For Canadian specialty retail, Mastermind Toys’ evolution from restructuring to format innovation represents both the challenges facing traditional retailers and the potential for adaptation. The Pickering store provides early indicators of whether premium-positioned specialty retail can sustain itself in an increasingly digital marketplace through enhanced experiences and strategic differentiation.
Dustin Fuhs is the founder and Editor-in-Chief of 6ix Retail, Toronto’s premier source for retail and hospitality industry news. As the former Editor-in-Chief of Retail Insider, Canada’s most-read retail trade publication, Dustin brings over two decades of expertise spanning retail, marketing, entertainment and hospitality sectors. His experience includes leadership roles with industry giants such as The Walt Disney Company, The Hockey Hall of Fame, Starbucks and Blockbuster.
Recognized as a RETHINK Retail Top Retail Expert in 2024 and 2025, Dustin delivers insider perspectives on Toronto’s evolving retail landscape, from emerging brands to established players reshaping the city’s commercial districts.