Canada’s Mastermind Toys Launches ‘Let’s Play’ Brand Campaign
A screenshot from Mastermind Toys’ “Let’s Play” brand campaign. | Source: Mastermind Toys

Canadian toy retailer Mastermind Toys just launched its first-ever brand campaign: “Let’s Play.”

“We believe that the world is better at play and that as Canada’s authority on play, it was time for a call to action for more play. That’s where the concept for ‘Let’s Play’ came from,” says Susan Anderson, vice president, marketing and brand, Mastermind Toys. “We partnered with The Local Collective to help us bring to life the sense of wonder and discovery that is core to the experience at Mastermind Toys, while also highlighting our world-class curation of toys and books that foster imagination and child development through play.”

Related: State of the Industry Q&A 2021: Mastermind Toys

Mastermind Toys says that its “Let’s Play” digital videos will stream and be broadcast across multiple platforms throughout Canada.

If the brand messaging seems familiar, it may be due to its similarity to a long-running campaign in the U.S. starring a certain giraffe. Toys “R” Us launched its “C’mon, Let’s Play” brand campaign back in 2014. Recent relaunch efforts — including its short-lived concept stores in Texas and New Jersey — have included the “C’mon, Let’s Play” slogan on signage and branding elements.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.