(Toronto, ON — October 14, 2025) Mastermind Toys, Canada’s specialty toy retailer, is proud to announce a new national partnership with Big Brothers Big Sisters of Canada (BBBSC), reinforcing a shared commitment to investing in the next generation of Canadian kids through imagination, creativity, and learning.
As Canada’s only specialty toy retailer, Mastermind Toys has long championed the idea that play is purposeful, it sparks curiosity, builds confidence, and lays the foundation for lifelong learning. Through this partnership, Mastermind Toys and BBBSC will deliver experiences that bring the power of play to young people, helping them dream bigger, learn deeper, and imagine a future without limits.
“At Mastermind Toys, we believe play is more than just fun, it’s how children make sense of the world, discover who they are, and explore what they want to become,” said John Bayliss, CEO of Mastermind Toys. “Partnering with Big Brothers Big Sisters of Canada is a natural alignment of purpose. Together, we’re investing in Canada’s future by giving kids the tools, creativity, and inspiration to thrive, in school, in STEM, in the arts, and in their communities.”
The collaboration will launch during the holiday season with toy drives and community activations across Mastermind Toys’ national footprint. Families shopping at Mastermind Toys will have opportunities to support BBBSC programs, amplifying the mentorship and resources that help young Canadians build brighter futures.
“Mentorship changes young lives in positive ways, and so does play,” said Jill Zelmanovits, President and CEO, Big Brothers Big Sisters of Canada. “By joining forces with Mastermind Toys, we’re giving more children across Canada the chance to grow, to dream, and to see what’s possible when they’re supported. This partnership blends our mentorship mission with the magic of play in a way that will truly inspire the next generation.”
As the partnership grows, Canadians can look forward to exciting joint initiatives and activations that invite communities to participate, whether through mentorship, learning-focused events, or creative programs designed to inspire growth and purpose. Together, Mastermind Toys and Big Brothers Big Sisters will encourage more Canadians to become mentors, excite children about learning, and foster opportunities for young people to grow with confidence and curiosity.
About Mastermind Toys
Mastermind Toys is Canada’s specialty toy retailer, dedicated to inspiring the next generation of Canadian kids through purposeful play, creativity, and learning. Every toy, book, and gift we curate is chosen to spark imagination and fuel curiosity, helping children discover who they are and what they can become. With stores across the country and an online shop, Mastermind Toys makes it easy for families to give gifts that are as meaningful as they are joyful, each wrapped with care in-store to celebrate the magic of giving.
About Big Brothers Big Sisters of Canada
Big Brothers Big Sisters of Canada is a national organization dedicated to empowering young people through life-changing mentorship relationships. Its mission is to enable mentoring relationships that ignite the power and potential of young people. The single most important factor in youth facing adversities succeeding later in life is that they had the presence of one caring adult role model through their formative years. This is what BBBS mentoring provides. BBBS mentoring programs are delivered in across Canada serving rural, remote, urban and Indigenous reaching communities.
For more information, please contact:
Marina Joseph
marina.joseph@bigbrothersbigsisters.ca
Big Brothers Big Sisters of Canada
1-800-263-9133; extension 24
