Mt. Pleasant store
Yonge and Shaftesbury
Toys in capitals
The ambitious expansion announced by Mastermind Toys has brought with it refined signage. Original stores, like the one on Mt. Pleasant (left) show the corporate name most prominently. New stores, like the one opened in November at Yonge St. and Shaftesbury Ave. (centre) reverse the capitalization and make a bigger noise about the word Toys. Mastermind has said it will grow to as many as 90 stores by 2020 with further expansion in Quebec after that. Analysts suggest Mastermind has carved out a niche with stores closer to home offering personalized service in toys that are exclusive to the firm.
