Mastermind Toys has struck a partnership with 7-Eleven Canada that puts exclusive MM on the Go products into convenience stores nationwide, marking an unconventional distribution play for the specialty toy retailer as it accelerates an omnichannel transformation under new CEO John Bayliss.
The partnership, announced in December, sees MM on the Go products—including plushies, puzzles, NeeDoh squishies, card games, and keychains priced under $15—stocked at 7-Eleven locations across the country, including high-traffic Toronto locations on Bay Street, Queen Street West, and Bloor Street West.
“Families are already on the road during the holiday season—at airports, stopping at 7-Eleven for everyday needs,” Bayliss said. “This partnership allows us to solve a gift or play moment in seconds without requiring another trip.”
The convenience channel represents new territory for Mastermind, which has traditionally relied on its coast-to-coast network of specialty stores where play experts guide customers through curated selections. But Bayliss views the 7-Eleven collaboration as incremental rather than competitive—a way to capture purchases that wouldn’t otherwise happen at a Mastermind location.
Product development began in late spring 2025, with Mastermind merchants collaborating with 7-Eleven to create impulse-appropriate offerings focused on grab-and-go purchases: watercolour books for car rides, blind boxes as stocking stuffers, and travel-friendly games. The partnership also produced exclusive collaborations, including Slurpee-themed plush blind boxes.
“This isn’t about endless choice—it’s about confidence,” Bayliss explained. “The power of this partnership comes from bringing together the eye of the play expert and the merchant at Mastermind, known for curating wonderful play experiences, with iconic 7-Eleven brands like Slurpee.”
Marc Goodman, Vice President and General Manager of 7-Eleven Canada, said the partnership addresses affordability concerns while expanding the convenience chain’s gift offerings. “We’re making it easy for customers to find MM on the Go toys and games that won’t break the bank while picking up our most popular snacks, beverages or meals.”
Franchising Announcement Signals National Expansion
In a significant development announced this week, Mastermind Toys revealed plans to enter franchising as a growth strategy for the 41-year-old brand. The company has engaged Bazely Consulting, led by franchise architecture specialist Brian Bazely, to prepare the business for franchise expansion.
Founded in 1984, Mastermind Toys will use franchising to enter new markets with local franchise owners leading growth efforts, complementing Unity Acquisitions’ investments in stores, people, and processes. The move positions the specialty retailer to accelerate expansion while maintaining brand standards and customer experience.
The franchising strategy reflects confidence in the Mastermind 3.0 format and systems being developed to ensure consistency across locations. It also acknowledges that local ownership can provide competitive advantages in new markets where community connections and market knowledge matter.
Multi-Channel Push Includes DoorDash, Holt Renfrew Pop-Ups
The strategic transformation extends beyond franchising and convenience retail. Two weeks before the 7-Eleven announcement, the company launched same-day delivery through DoorDash. In late October, Mastermind opened L’Âge Joué, a flagship store in Montreal’s Lajoué neighbourhood that went from concept to opening in eight weeks—marking both the retailer’s Quebec market entry and a new elevated store format.
In November, Mastermind launched pop-ups inside five Holt Renfrew locations across Canada—at Bloor Street and Square One in the GTA, plus Montreal, Calgary, and Vancouver. The pop-ups feature premium assortments including heritage German brand Steiff, exclusive LEGO sets, Coco Village, and Cuddle + Kind.
In early December, Mastermind opened a new location in Woodbridge at 7600 Weston Road, attended by Vaughan Mayor Steven Del Duca, featuring a toy donation drive supporting the city. The company has also relaunched its corporate gifting programme with a concierge service targeting schools, camps, workplaces, and events.
Mastermind 3.0 Format Rolls Out Across Existing Stores
The pace follows format experimentation that began with the Pickering City Centre location in August, which introduced “Mastermind 3.0″—a format emphasizing experiential retail, exclusive partnerships, and interactive displays designed to encourage product discovery. That format is now informing renovations at key Greater Toronto Area locations including Bayview Village, Beaches, and Richmond Hill, with upgraded stores featuring enhanced Coco Village sections and interactive elements.
Vice President of Retail Development Arif Mukhtar described the Pickering approach as creating “discovery moments that you simply cannot replicate online,” with interactive light tables and digital screens integrated throughout the space. The systematic upgrades reflect Unity Acquisitions’ commitment to investing in physical retail even as the company expands digital and partnership channels.
“We’ve always performed exceptionally well in major Canadian centres like Greater Toronto, Calgary, and the Lower Mainland,” Bayliss said. “Montreal has similar demographics, and we see an unmet need to bring the Mastermind experience to Quebec families.”
Coco Village Expansion and 2026 Roadmap
The Quebec flagship serves as both market expansion and format test, prominently showcasing Coco Village, the French-Canadian heritage brand that’s become a significant growth driver both in-store and online, with increasing interest from American customers. The company is testing a standalone Coco-branded store in Quebec this season, while dedicated Coco Village sections appear in stores like Woodbridge and Pickering.
“The brand has a strong following on social media and its website, and the team is doing an incredible job building digital connections with families and parents,” Bayliss said.
Looking ahead to 2026, Bayliss outlined priorities balancing physical retail investment with digital capability building: strengthening product assortment toward specialty gifts, investing in flagship locations, and enhancing website capabilities. The franchising initiative will likely accelerate the pace of new store openings while the Mastermind 3.0 format continues rolling out to existing locations.
“This has been a year of experimentation, laying down the themes and elements you’ll see more of from us in the coming months and years,” Bayliss said. “Customers in our larger markets are increasingly digitally savvy. It’s essential that we meet them where they are and strengthen our offering both in stores—which we’re known for—and in the digital world.”
The systematic approach reflects Mastermind’s expanded ownership structure, which includes retail veterans Joe Mimran, Frank Rocchetti, and David Lui through Unity Acquisitions, along with toy industry veteran Stéphane Tétrault, who joined as an equity partner in April 2025.
Danielle Bazely, Senior Director of Marketing at Mastermind Toys, emphasised that partnerships have strategic intent beyond short-term sales. “We’re extending convenient access to Mastermind’s curated toys during the busiest season of the year, while also laying the foundation for a partnership that brings more play to Canadians throughout the year.”
The rapid pace of execution—from eight-week store openings to multiple partnership launches—reflects both urgency and opportunity in a toy retail landscape where traditional specialty players face pressure from e-commerce giants and big-box retailers. The strategic response appears to be diversification: maintaining the core store experience while testing new channels and formats that expand reach without diluting brand equity.
“We’re evolving Mastermind Toys into a destination that offers something unique and different to Canadian families with a well-curated assortment that surprises and delights in magical moments,” Bayliss said. “There’s something special about being able to help customers find that perfect toy for a special child. That creates magic, and that’s what we’re committed to.”
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.