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

Child playing with toy castle

Previous Platform



Toys and games

Use Case

Growth and scale, Multi-channel and omnichannel

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.

Mastermind Toys is proud of its long standing reputation for delivering a high-touch in-store customer experience. Shopify Plus is the foundation for our future: a new digital ecosystem purpose-built to bridge the gap between the physical and the digital experience. Shopify is not just a technology partner, they are a thought partner: bringing ideas, insight and expertise around the future of commerce.

  • Mastermind Toys
  • Kieran Shanahan — Vice President Digital and Customer Experience

With Shopify Plus, Mastermind Toys saw results fast.


Increase in conversion rate


Sustained growth in digital sales


Increase in customers served via chat

Join the ranks of brands changing toys and games every day.

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