Mastermind Toys has officially entered the Quebec market with the opening of its first store in downtown Montreal, marking a major step in the company’s national expansion strategy. The 6,900-square-foot, two-level store, branded “Lajoué signé Mastermind Toys x Coco Village,” opened on October 18, 2025, inside Cours Mont-Royal, with prominent corner frontage at Peel Street and De Maisonneuve Boulevard. A Coco Village location will also open on October 23 at Promenades St-Bruno, as part of the company’s growing regional footprint.
The Quebec entry represents a milestone moment for the Toronto-based toy retailer, which now operates 48 stores across Canada. The Montreal flagship combines Mastermind’s legacy of educational and creative play with Coco Village’s high-end, Quebec-born children’s furniture and toy brand, acquired in 2024.
“This is a first for us,” said Marcello Piane, Vice President of Store Operations at Mastermind Toys, in an interview with Retail Insider during opening day. “We’re right in the heart of downtown Montreal, where we know there’s a lot of tourist traffic. People have been stopping by all morning, excited to see what Lajoué is all about.”
The retailer chose its downtown location strategically. “It’s got good street access, mall access, and it’s right near the metro, which makes it convenient for customers to come in and out,” Piane explained. The Peel Street flagship has both an exterior entrance and interior access through Cours Mont-Royal, which also houses Harry Rosen, EB Games and other premium retailers.
The store’s corner visibility and proximity to key city events, such as Montreal’s annual Santa Claus Parade, which passes near the location, add to its community presence. “We want to work with the mall to create experiences even outside the store,” said Piane. “It’s about engaging customers who are coming downtown or just passing by, giving them a reason to stop, play, and see who we are.”
“Lajoué”: A Brand Tailored for Quebec
To establish its presence in Quebec, Mastermind Toys introduced a bilingual identity for its Quebec stores. The name “Lajoué,” derived from the French word “jouer,” meaning “to play,” serves as the localized brand banner, always accompanied by the tagline signé Mastermind Toys.
“La Joué means to play, to have fun,” said Piane. “We attached that name to our brand to make it relatable here. People in Montreal may not know what Mastermind is yet, so Lajoué helps them connect with what the store offers.”
The branding reflects both a legal and cultural adaptation to the Quebec retail landscape. “Nobody here would know what Mastermind is and what it’s all about,” Piane added. “This way, people can connect the dots around the type of store we have and the products we carry.”
Inside Montreal’s New Toy Flagship
The downtown Montreal store spans 4,400 square feet on the lower level and 2,500 square feet upstairs, featuring distinct merchandising zones for different age groups and product categories.
The main floor offers trending and collectible items such as LEGO, Pokémon trading cards, and Jellycat plush toys, alongside puzzles, crafts, and novelty candy. “We have items for everyone, from infants to preschoolers, to teens, and even adult collectors,” said Piane. “We see a lot of customers coming in looking for things they grew up with, like Superman, Batman, and DC collectibles, and we make sure to have something for them too.”
Upstairs, the store integrates Coco Village, the Quebec-born brand now part of Mastermind’s portfolio. The product line features sustainably designed wooden toys, balance bikes, and educational play furniture that blend seamlessly into home interiors. “Coco Village is high-end and unique,” Piane said. “You can only get it in our stores or online through us. It’s something very desirable for parents who want toys that are both functional and beautiful.”
The integration of Coco Village reinforces Mastermind’s identity as a purveyor of “play with purpose.” Piane described the concept as “fun meets learning,” where every item offers developmental value alongside entertainment.
A Playful Customer Experience
Mastermind Toys’ Quebec expansion emphasizes experiential retailing and personal service. Each store employs trained “Play Experts” who guide customers through product selections and educational recommendations. “We train our team to understand who you’re shopping for, what the age is, and what kind of play experience would be meaningful,” Piane explained.
The company also continues its signature free gift-wrapping service, a feature beloved by families. “When somebody goes to an event with a gift wrapped by Mastermind or La Joué, it feels special. It shows thoughtfulness,” said Piane.
As part of its omnichannel strategy, the Montreal store will support buy-online, pick-up-in-store options, allowing customers to shop digitally while still enjoying an in-person experience. “You can browse our website, add items to your cart, and pick them up within hours,” Piane said.
Rapid Buildout and Upcoming St-Bruno Opening
Remarkably, Mastermind Toys completed the Montreal store’s construction in just 18 days. “We took possession 18 days ago and quickly turned it around—new floors, paint, lighting, and a full assortment,” Piane noted. “It’s been incredible to see what the team accomplished in such a short time.”
A Coco Village store is also set to open on October 23 at Promenades St-Bruno, southeast of Montreal. Both locations will hold grand opening celebrations on November 1, coinciding with the rollout of Mastermind’s new holiday pop-up boutiques at Holt Renfrew.
Holt Renfrew Pop-Up Boutiques
Starting November 1, Mastermind Toys will debut five in-store pop-ups inside Holt Renfrew locations across Canada — two in Toronto (Bloor Street and Square One), one in Montreal, one in Calgary, and one in Vancouver.
“We’ll be like a store within a store,” said Piane. “It’s a great opportunity to work with Holt Renfrew and reach new customers during the holiday season. Each location will have a unique assortment designed for that market.”
These pop-ups will run through late December, extending Mastermind’s reach into luxury department store environments. The collaboration underscores a growing crossover between premium retail and experiential toy merchandising in Canada.
A New Chapter for Mastermind Toys
Mastermind’s Quebec debut builds on a broader transformation under new ownership. The company was acquired in early 2024 by Unity Acquisitions Inc., led by Joe Mimran, Frank Rocchetti, and David Lui, after entering creditor protection the previous year. The acquisition preserved 48 stores and over 85% of staff, providing a foundation for the company’s revitalization.
In May 2025, John Bayliss was appointed CEO to lead Mastermind’s renewal. A former Walmart Canada executive, Bayliss has positioned the company’s turnaround around innovation, design, and community engagement.
Recent initiatives include the Newly Renovated Mastermind store launched in August at the Shops at Pickering City Centre, featuring sensory discovery tables, improved sightlines, and modernized branding and a curated assortment. “Pickering was a chance to refresh the look and feel,” said Piane. “We introduced glass façades, lower sightlines, and better lighting so you can see right through the store.
The company has also renovated multiple stores across Ontario, including Etobicoke, Bayview Village, Richmond Hill, and Yonge Street, with plans to update its Beaches location in Toronto in early 2026.
Congrats for finally entering the Quebec market! That name ‘Lajoué signé Mastermind Toys x Coco Village’ needs a lot of time in the oven to become a good one, to be honest, but the store itself seems very nice.
Opening right next to the biggest EB Games in Canada makes this a weirdly good destination to shop for toys in downtown Montreal.
They should have just called it “The quick brown fox jumps over the lazy dog,” mais en français.