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Mastermind Toys Joins the Canadian Toy Association

CEO Sarah Jordan Appointed to Board of Director

Mastermind ToysSeptember 24, 2020 | The Canadian Toy Association (CTA) is pleased to announce that Mastermind Toys, Canada’s largest specialty toy and children’s book retailer, has joined as the first-ever retail member in the organization’s history. In addition to joining the Association, the CTA welcomes Mastermind Toys CEO Sarah Jordan as a new Director on the Association’s Board.

“We are proud to welcome Mastermind Toys to the Canadian Toy Association family as we continue our work together to grow the Canadian toy community and showcase the benefits of play,” said Graeme Bissett, Chair of the Canadian Toy Association. “Mastermind Toys has already had a significant impact within our organization, generously donating their iconic holiday gift wrap to support the CTA’s annual Toys for the North Program.”

Mastermind Toys has built a reputation as Canada’s Authority on Play since opening its first store in 1984. The retailer is an active member within the toy and retail industry, holds a long-standing partnership with the Retail Council of Canada, and is often featured for their perspective on play, toys and books—most recently on BNN, and the Playground Podcast. CEO Sarah Jordan was appointed in January 2020 and is an experienced retail veteran with a background in customer experience and digital transformations.

For more than 40 years, Canadian Toy Association members have enjoyed a wide range of benefits including programs, events, services, and tools to support the growth and health of the Canadian toy community.

Throughout the COVID-19 pandemic, the Association created an online resource and communications to help businesses and retailers navigate the pandemic. The Association continues to make headway on ongoing issues affecting the toy community. The Association is affiliated with the Toy Association in the US and is helping toy sellers and buyers forge ahead via Toy Fair Everywhere, the toy community’s only virtual marketplace.

“As an Association that is committed to fostering growth and prosperity for all members, helping retailers, manufacturers, and others in the toy community succeed and grow in a changing global toy market is our No. 1 priority,” added Graeme Bissett.

Companies involved in the children’s entertainment and toy industries can join now and learn more by contacting Cessy Muenker

About Mastermind Toys:
Founded in 1984, Mastermind Toys began as a single 300-square-foot store in Toronto selling educational software and for home computers. Mastermind Toys has since grown to become Canada’s largest privately owned, specialty toy and children’s book retailer, in 68 locations coast-to-coast and online at

About the Canadian Toy Association:
Founded in 1932, CTA is a not-for-profit trade Association whose members are manufacturers, importers, distributors, and marketers of toys, games, seasonal and hobby products. CTA provides a strong voice for the $1.8 billion toy industry in Canada and internationally. Through the Association, CTA’s members work together for the betterment of the industry. For more information, please visit