The holiday season has brought an unexpected and strategically ambitious collaboration to the Canadian retail landscape. 7-Eleven Canada and Mastermind Toys announced a cross-retail partnership that places Mastermind’s MM on the Go toys and games inside 7-Eleven stores while bringing some of 7-Eleven’s signature candies and snacks to Mastermind’s checkout areas. Prices are under $15. It is the first arrangement of its kind for either retailer and is timed to reach families during the busiest shopping weeks of the year.
Both companies say the partnership was designed to meet a growing consumer desire for convenience during the holiday season. For 7-Eleven, the addition of Mastermind’s curated mini-collection provides shoppers with accessible gifting options during quick visits. For Mastermind Toys, it is an opportunity to appear in hundreds of neighbourhood locations at a moment when many families are pressed for time and budget. The partnership, which can be explored further on Mastermind’s website, includes plush characters, puzzles, games and a selection of travel-ready toys.
Marc Goodman, Vice President and General Manager of 7-Eleven Canada, said the chain wanted to make holiday shopping easier while maintaining affordability. He noted that customers can now find exclusive MM on the Go toys and games that reflect Mastermind’s quality standards while still enjoying 7-Eleven favourites such as Slurpee drinks, baked goods and fresh meals.
Danielle Bazely, Senior Director of Marketing at Mastermind Toys, emphasized the importance of accessible gifting. She said the holiday period is critical for families and that the partnership helps place Mastermind’s curated toys in convenient locations while establishing the groundwork for an ongoing collaboration. Both retailers indicated that this first iteration serves as a test of broader possibilities beyond the holiday season.
Mastermind’s New Chapter of Growth and Reinvention
The timing of the 7-Eleven collaboration aligns with a pivotal moment for Mastermind Toys. After a challenging period that included creditor protection in late 2023, the company is emerging with renewed leadership, an expanded ownership structure and a deeper strategic commitment to transforming the brand into a children’s lifestyle destination.
Mastermind was acquired in January 2024 by Unity Acquisitions Inc., a company owned by three well-known Canadian retail leaders: Joe Mimran, Frank Rocchetti and David Lui. All three owners are influential figures who have guided national retail brands through expansion and reinvention. Their involvement brought both stability and vision as the chain navigated a competitive market and the residue of restructuring.
The company’s ownership grew again in April 2025 when toy industry veteran Stéphane Tétrault joined as an equity partner and investor. Tétrault founded Imports Dragon, one of Canada’s most prominent toy companies, and co-owned McFarlane Toys. His expertise in product development, licensing and global distribution provides Mastermind with new depth as it modernizes its assortment and strengthens supplier relationships.
CEO John Bayliss and Vice President of Operations Marcello Piane have continued guiding the company through its transition. They have consolidated operations to 48 company-owned stores across Canada, down from 66 before restructuring, and have overseen the rollout of new merchandising, new partnerships and a redesigned store format.
