Brainy toy store celebrates 25 masterful years

[attach]879[/attach]It isn’t all fun and games at [url=http://www.mastermindtoys.com/]Mastermind Toys[/url] — it’s educational, too.

The iconic Canadian toy store is celebrating its 25th anniversary and co-founders Andy and Jonathan Levy couldn’t be happier.

With 11 stores across the GTA, the brothers have realized the dreams they had for their biz when it opened back in 1984. Not only have they expanded across the city, they’ve also stayed true to the original goal: to provide children with “thinking toys” that promote educational development.

Mastermind started out as a 33-square-metre location in North Toronto where the brothers sold home computers. The storefront quickly evolved into a haven of creative and fun educational tools.

“We weren’t trained retailers when we started out,” Jonathan Levy says. “But we were really interested in the fun game format home computers offered families.

“The evolution into toy store happened quite naturally.”

Back in the early days, the store thrived because it was one of a kind and didn’t have the big box competition of today’s marketplace.

Levy credits an open-minded business approach and constant re-invention for Mastermind’s success.

“We want to continue to run an excellent business,” Levy says. “And that doesn’t necessarily mean more locations — it’s about standards.

“We stay true to our core values and when that works, expansion follows.”

The proof is in the pudding. Mastermind has been wildly successful over the past 25 years and continues to provide families with toys that stand the test of time. The toy store’s inventory — which numbers 10,000 items — is made up of products designed for children of all ages without a focus on gender.

“We’re not content with pink and blue boxes,” Levy says. “We stick to that spark — the excitement and intrigue that comes along with a great product. That’s what we want to give our customers.”

With a strong online presence, including [url=http://www.youtube.com/MastermindToys]YouTube[/url] and [url=http://twitter.com/MastermindToys]Twitter[/url] accounts, Mastermind is looking toward the future.

“We’re not afraid to reflect on our marketing and how we reach out to people,” says Levy. “We want to continue to re-invent.”