During the holiday season of 2020, Mastermind Toys partnered with Hudson’s Bay to create pop-up Mastermind Toys stores within two key Toronto HBC locations. I had the pleasure of leading the creative approach to these milestone retail opportunities.
During the holiday season of 2020, Mastermind Toys partnered with Hudson’s Bay to create pop-up Mastermind Toys stores within two key Toronto HBC locations. I had the pleasure of leading the creative approach to these milestone retail opportunities.
Working closely with the HBC team, along with our internal buying and merchandising teams, I developed signage for wayfinding and marketing purposes.
Utilizing unique fixtures and merchandising structures, I developed custom awnings, wraps, neon signage and alternative signage solutions to create custom executions for each location.
In addition to the main shopping areas in each location, outpost locations were dotted throughout each store. These were fun pops of colour and excitement were great opportunities to spread the Mastermind Toys brand throughout the stores.
These pop-up locations gave Mastermind Toys the ability to break the mold a bit and try some new things with our brand, some of which were then implemented into the rest of the chain.