Mastermind Toys launches free loyalty program; eyes expansion to smaller markets

TORONTO — Mastermind Toys is joining Canada's crowded loyalty rewards space by launching its own plan.

The Toronto-based retailer says the free program is available at all 63 store locations and at mastermindtoys.com.

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Benefits include sneak previews and alerts about new items, exclusive promotions, customized offers and surprise gifts to mark milestones like birthdays and holidays.

The loyalty program follows the company's plans to expand with the potential to more than double its store count within six years, including at least 30 across Canada over the next three years.

By next month, Mastermind will have opened six new stores this year and 12 are planned for 2019.

It is also looking at opening stores in 25 small markets with the first locations opening this fall in Sydney, N.S. and Owen Sound, Ont.

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