Retail

Mastermind Toys Makes History With Coco Village Bringing Experiential Play to Montreal

Mastermind Toys, Canada’s leading specialty toy and children’s lifestyle retailer, has made a bold entry into Quebec with its first downtown Montreal flagship—a landmark opening that signals a new chapter for experiential retail and family engagement in the province.

Published: Oct 27, 2025 8:00 PM

By Alyssa Jade Mann

Retail

Add RETAILBOSS as Preferred Source

Retail

Mastermind Toys Makes History With Coco Village Bringing Experiential Play to Montreal

Mastermind Toys, Canada’s leading specialty toy and children’s lifestyle retailer, has made a bold entry into Quebec with its first downtown Montreal flagship—a landmark opening that signals a new chapter for experiential retail and family engagement in the province. The new store, branded Lajoué signé Mastermind Toys x Coco Village, spans a spacious 6,900 square feet over two levels in the iconic Cours Mont-Royal shopping centre, and officially opened its doors on October 18, 2025.

A Quebec Debut: Purposeful Play Meets Local Flavor The debut francophone flagship is much more than a simple retail outlet—it’s a destination for play, imagination, and discovery designed to reflect Montreal’s vibrant culture and the values of curious families.

As Canada’s largest specialty toy and book retailer, Mastermind Toys has been nurturing the transformative power of play, inspiring generations across its stores coast-to-coast. Now, the Montreal flagship aims to bring joy and imagination to families across Quebec summarized by CEO John Bayliss.

The store is purpose-built for hands-on engagement, featuring interactive play stations, bilingual signage, and space for community events like Pokémon trading sessions, craft-making, and Lego days—activities designed to delight, inspire, and create lasting memories for kids and parents alike.

Partnering for Innovation: Coco Village Collaboration A key feature of the new store is its partnership with Coco Village, a Quebec-based French-Canadian design-led brand known for modern toys, children’s furniture, and décor…

Members-only article

Unlock the rest of this story

Join free to keep reading RetailBoss retail coverage, industry analysis, and market intelligence.

Company

Account name Used publicly if you comment. We encourage your real first name.

Password

Send me RetailBoss newsletter emails through Substack. I can unsubscribe anytime. Confirm that I want to create a free RetailBoss account.

Free access. No credit card required. Your account is created after you verify your email.

RetailBoss is an independent global news publication and business insights platform built for executives, founders, operators, analysts, marketers, investors, and brand leaders. Our reporting covers the retail shifts across luxury, fashion, beauty, technology and marketing strategy.

Since: 2011
Audience: 50 Million+
Coverage: Global Markets

Our editorial stance

We prioritize news value, evidence, attribution, and practical relevance to retail decision-makers. Sponsored work is identified, and editorial coverage is kept distinct from commercial partnerships.

More from Retail

Fendi Casa Paris flagship — store view 1

Fendi Casa Unveils a Two-Level Paris Flagship on Avenue George V

The nearly 300-square-meter boutique brings furniture and design-week previews into a dedicated Paris setting.

MerchandisingNews

Jeanel Alvarado16 hours ago

Moncler Fifth Avenue flagship in New York — store view 2

Moncler Opens Its Largest Global Flagship on New York’s Fifth Avenue

The 23,680-square-foot destination combines Moncler’s collections with Fifth Avenue exclusives, services and year-round programming.

FeaturedNews

Jeanel Alvarado21 hours ago

The RealReal Adds Glendale Store to Its Southern California Resale Network

The RealReal plans to open a Glendale store on October 1, expanding its Southern California network with a location that combines luxury resale shopping and consignment services.

LuxuryNews

Jeanel Alvarado1 day ago

Louis Vuitton Turns Seoul’s Dosan Store Into La Bibliothèque

Louis Vuitton is bringing a library-inspired retail concept to its Dosan location in Seoul. Called La Bibliothèque, the refreshed space combines the house’s publishing activity with fashion, stationery and café experiences, placing books and cultural discovery at the center of a luxury-store visit.

NewsRetail

Alyssa Jade Mann2 days ago

View all Retail

Recommended Articles

Michael Kors Brings Handbags and Wellness to Its Largest Jet Set Lounge in Paris

Michael Kors is combining handbag shopping with café service and wellness experiences at Galeries Lafayette Champs-Élysées in Paris. Open through September 21, the atrium takeover is the brand’s largest Jet Set Lounge pop-up to date, according to Michael Kors, and draws on its new in-store cafés.

NewsRetail

Alyssa Jade Mann2 days ago

Messika — Lille boutique opening, image 1

Messika Opens a Lille Boutique With Long-Standing Partner Maison Lepage

Messika has unveiled a boutique at 6 rue de la Grande Chaussée in Lille, France, expanding its dedicated retail presence through its long-standing partnership with Maison Lepage. The opening builds on more than 15 years of Messika’s presence in the region, according to the jewelry house.

NewsRetail

Shipra Bohara2 days ago

Poshmark fashion campaign set inside a blue wardrobe.

Poshmark Unveils Its Largest Campaign to Creator-Led Resale Discovery

Poshmark is rolling out what it calls its largest integrated campaign, connecting advertising in New York, Los Angeles and Toronto with creator-curated resale discovery. The campaign, “Try Yourself On,” positions secondhand fashion around experimentation and personal style.

FeaturedNews

Jeanel Alvarado2 days ago

Dedicated lululemon men’s pop-up at Shinsegae Gangnam with mannequins and apparel displays

lululemon Opens Its First APAC Men’s Pop-Up at Shinsegae Gangnam

The dedicated men’s store runs through November 30, pairing a seventh-floor assortment with a separate women’s space on the fifth floor.

MerchandisingNews

Sam Ohemeng3 days ago

Nautical ropes and beauty displays inside OLIVE YOUNG’s Millac the Market store in Busan

OLIVE YOUNG Turns Busan’s Port Identity Into a Ship-Inspired Beauty Store

The Millac the Market location uses a fictional ship concept and local waterfront references to connect K-beauty shopping with tourism.

BeautyNews

Shipra Bohara4 days ago

Brunello Cucinelli flagship facade and illuminated windows on Rue Saint-Honoré

Inside Brunello Cucinelli’s Paris Flagship on Rue Saint-Honoré

The Saint-Honoré flagship brings retail, offices and residential-style interiors together as Brunello Cucinelli invests in its existing European locations.

LuxuryNews

Jeanel Alvarado5 days ago

POP MART’s multi-level glass-fronted Changsha flagship

POP MART’s Changsha Flagship Turns Character Collections Into Colour-Coded Retail Worlds

POP MART’s Changsha flagship concept combines a transparent façade, oversized characters and collection-led displays to connect theatrical design with product browsing.

Retail

Sam Ohemeng5 days ago

Aritzia Brings a Vlog-Style Employee Voice to Its Concierge Hiring Campaign

Aritzia’s employee-led recruitment video pairs candid commentary with a preview of holiday service work, offering a Gen Z-facing angle on retail hiring.

CareersRetail

Shipra Bohara5 days ago

View all Retail

Top 10 Brands Expanding into the US in 2026

Mastermind Toys Makes History With Coco Village Bringing Experiential Play to Montreal

Mastermind Toys, Canada’s leading specialty toy and children’s lifestyle retailer, has made a bold entry into Quebec with its first downtown Montreal flagship—a landmark opening that signals a new chapter for experiential retail and family engagement in the province.

Unlock the rest of this story

More from Retail

Fendi Casa Unveils a Two-Level Paris Flagship on Avenue George V

Moncler Opens Its Largest Global Flagship on New York’s Fifth Avenue

The RealReal Adds Glendale Store to Its Southern California Resale Network

Louis Vuitton Turns Seoul’s Dosan Store Into La Bibliothèque

Recommended Articles

Michael Kors Brings Handbags and Wellness to Its Largest Jet Set Lounge in Paris

Messika Opens a Lille Boutique With Long-Standing Partner Maison Lepage

Poshmark Unveils Its Largest Campaign to Creator-Led Resale Discovery

lululemon Opens Its First APAC Men’s Pop-Up at Shinsegae Gangnam

OLIVE YOUNG Turns Busan’s Port Identity Into a Ship-Inspired Beauty Store

Inside Brunello Cucinelli’s Paris Flagship on Rue Saint-Honoré

POP MART’s Changsha Flagship Turns Character Collections Into Colour-Coded Retail Worlds

Aritzia Brings a Vlog-Style Employee Voice to Its Concierge Hiring Campaign

What are you looking for?

Start exploring

Unlock the rest of this story

More from Retail

Recommended Articles

Sign up for RetailBoss Daily Newsletter