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

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…