Mastermind Toys innovates to deliver wonder through digital meets physical customer experiences

For thirty-seven years, Mastermind Toys has been a leading specialty toy retailer, now with 68 stores coast-to-coast and a reputation as Canada’s Authority on Play. Mastermind Toys is known for outstanding customer experiences  and world-class, expertly curated toys and books, with passionate associates—or Play Experts— providing knowledgeable guidance to kids, parents, grandparents, caregivers and kids-at-heart. As the brand faced increased competition from online marketplaces and big-box retailers, it began a journey to bring its in-store wonder and delight to life digitally, and to grow acquisition and engagement of customers online and offline.

Working with Shopify Plus Agency Partner Stream Commerce, Mastermind Toys built a new online store that made shopping its range of 10,000 SKUs simple and fun. Customers can buy online and have items delivered, or arrange for curbside pickup in as little as one hour—a market-leading promise. Gift giving is central to the experience, including a Gift Finder tool and the option to add Mastermind Toys’ signature gift wrapping. Leveraging Shopify Plus Certified Apps allowed the brand to build a high-touch experience combining robust product search, live-chat with store associates and integration with its Perks loyalty program. By investing in digital meets physical experiences, like its Woo-hoo! HQs—a space in stores where customers pickup their online orders—Mastermind Toys has innovated to become a leading omni-channel retailer.