Today’s Parent names Mastermind Toys official Play Partner in new exclusive partnership

Today’s Parent names Mastermind Toys official Play Partner in new exclusive partnership

The brand collaboration will feature custom editorial content in print and online, and unique integrations for Mastermind Toys customers and loyalty members.

The brand collaboration will feature custom editorial content in print and online, and unique integrations for Mastermind Toys customers and loyalty members.

March 12, 2021
Today's Parent and Mastermind Toys

(TORONTO, ON) March 12, 2021Today’s Parent, published by SJC Media, and Mastermind Toys, are thrilled to launch an exclusive partnership in which Mastermind Toys will be the Official Play Partner of the biggest parenting media brand in Canada.

Starting with its current April/May issue, Today’s Parent, in collaboration with Mastermind Toys, is featuring a new column about the importance of play for development of mind, body and expression at every age and stage. Each article, including an online shoppable version, will highlight related product recommendations from Mastermind Toys, Canada’s biggest specialty toy and children’s book retailer.

“This is a match made in heaven,” said Today’s Parent Editor-in-Chief Kim Shiffman. Today’s Parent and Mastermind Toys are both established and respected Canadian brands with a deep commitment to children’s development and the power of play. In these uniquely challenging times, parents are looking to us for information and guidance. We have some really exciting ideas for this partnership and we can’t wait to get started.”

With initiatives in the works for integrating the two brands in print, digital and in-store, the partnership will culminate with Mastermind Toys serving as the exclusive retail partner for Today’s Parent’s November/December holiday toy guide, a marquee issue each year. New members of the Mastermind Toys Perks loyalty program will receive exclusive subscription offers and a free issue of Today’s Parent starting in spring 2021.

“As Canada’s Authority on Play, we’re thrilled to be the official play partner of Today’s Parent – Canada’s resource for parenting,” says Sarah Jordan, CEO of Mastermind Toys. “Our philosophy is that play is kids’ work and we deeply believe in play as a critical part of child development. That’s why our world class play experts hand select each toy, book, game and puzzle with that in mind. Now more than ever, parents, grandparents, caregivers, and educators face unique challenges to keep kids engaged, but we know that learning and discovery can take place anywhere, when we inspire a sense of wonder through play.”

For over 35 years, Today’s Parent has been serving parents with well-researched news, information and product picks, shared in print, digital and across the brand’s robust and engaged social media community.

“SJC is excited to integrate the passion and expertise of the country’s top specialty toy and book retailer with the trust and authority of our Today’s Parent brand,” says Tony Gagliano, SJC Executive Chairman and CEO. “It’s an ideal brand collaboration that will benefit Today’s Parent readers and Mastermind Toys customers who share the same interests and needs.”

To kick off the partnership, Today’s Parent has opened a contest to give away a scooter to two lucky Instagram followers, and Mastermind Toys is holding a Today’s Parent subscription giveaway on Instagram and Facebook.

The first collaboration between Today’s Parent and Mastermind Toys is called Why outdoor play is important for kids, which you can read now on

For more information, please contact:

Marta Tsimicalis
Marketing & Communications Manager, SJC

Susan Anderson
Vice President, Marketing & Brand, Mastermind Toys


About Mastermind Toys
Mastermind Toys began in 1984 as a 300-square-foot shop in Toronto that sold educational software for home computers. Since then it has grown into Canada’s Authority on Play: the nation’s biggest specialty toy and children’s book retailer with 69 locations coast-to-coast and online. It is a place where curiosity guides kids – and kids-at-heart – to new discoveries around every corner. Visit

About Today’s Parent
As the biggest parenting media brand in Canada, Today’s Parent leads the discussion about whatever’s trending in the world of parents. Today’s Parent knows parenting is the greatest, strangest and hardest job most people will ever do, as its passionate team of storytellers are doing it, too. Serving parents for over 35 years, Today’s Parent offers well-researched, doable  advice as well as health news, discipline ideas, developmental information, easy recipes and the best product picks on every platform parents use. Visit Today’s Parent at and on Instagram, Facebook and Twitter.

About SJC Media
SJC Media is Canada’s largest privately held media company and a wholly owned division of St. Joseph Communications. Reaching 17.9 million Canadians annually,  SJC Media publishes some of Canada’s most iconic and celebrated media brands including Canadian Business, Chatelaine (English and French), FASHION Magazine, FLARE, HELLO! Canada, Maclean’s, Today’s Parent and  Toronto Life. SJC Media also operates Patron Studios, a 360-degree content marketing studio that leverages SJC Media’s powerful brands and audiences. Visit

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