Mastermind Toys is further adding to its resume for being Canada’s “authority on play.”
The retailer today officially launched its in-house, namesake private brand with Sarah Lowry at the helm as head of private brand. Lowry has experience launching Indigo Book & Music Inc.’s exclusive home brand, OUI, and growing the Hudson’s Bay Company’s Owned Brand portfolio, including the HBC Stripes Collection.
Timed to launch in time for back-to-school season, the items in the new collection include neon playground balls, slap bracelets, a stationery assortment, and more. The company says that it plans to double its private brand assortment for the upcoming holiday season and again double that presence in the next few years.
“Designing and developing new toys and games is the most fun job in the world — and a dream come true for any kid at heart. Carrying on the legacy of this beloved Canadian retailer is a responsibility I take very seriously; every detail that goes into the making of Mastermind Toys private brand is thoughtfully considered,” Lowry says.
The brand launches alongside Mastermind Toys’ second annual Back to School Play Guide, designed to help families find play options during the summer months and to get kids ready to go back to school. The retailer is also increasing its book assortment, including educational workbooks, and is spotlighting its Books That Gives back Program, in which the retailer donates a portion of the annual proceeds of every book sold to BGC Canada.
Click here to view Mastermind Toys’ Back to School Play Guide.
