Spot for Mastermind Toys Shows the World That It Needs More Play

The Local Collective has launched its new work for Canada's largest specialty toy retailer. Mastermind Toys is the most iconic national toy store in Canada, and The Local Collective has worked with them to create their first ever brand campaign.

The leadership team at Mastermind has been reshaping the business in ways that help the brand remain loved and adored by people everywhere, while improving their e-commerce, partnerships and continued leadership as Canada's 'Authority on Play'. Widening their selection based on play patterns. Sequencing is important, and they knew as a brand the next step in the process to build up awareness and bring that special feeling we all feel when we walk into a store to a broader audience. 

Mastermind Toys is Canada's Authority on Play and that leadership can be felt inside of every Mastermind store across Canada. The Local Collective worked with their team to develop a platform that continued to invite every Canadian of every age to never stop playing. The world is in a play deficit right now, it's been happening slowly over the past few decades, and we are playing less. The benefits of both structured and unstructured play for both development and health are massive, and we wanted to remind Canadians to play.

Susan Anderson, vice president, marketing and brand, comments: "Mastermind Toys has 68 stores coast-to-coast and a very loyal customer base, but identified that we have an opportunity to drive awareness of our brand, and what we stand for, to more Canadians.  

"We believe that the world is better when we 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. 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."

The campaign is a national platform, digital video, and running on multiple platforms.

The Local Collective worked closely with the in-house team at Mastermind Toys on the campaign.