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.
The collaboration brings a curated selection of Coco Village’s products under the Mastermind umbrella, deepening the retailer’s local ties and extending its offerings beyond traditional toys to include baby apparel and exclusive brands like Rise Little Earthling and the Ms. Rachel collection.
Stéphane Tétrault, founder of Imports Dragon and co-owner of McFarlane Toys, recently joined Mastermind Toys as an investor and partner. His expertise in licensing and innovation will support the brand’s expansion, curation, and growth strategy…
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