John Levy


Co-Founder and CEO – Mastermind Toys

Jon Levy Chief Merchant, Co-Founder & CEO Mastermind Toys Mastermind Toys is Canada’s largest, privately-owned specialty toy and children’s books retailer, with 65 stores in eight provinces. As the company visionary, Jon Levy is responsible for providing overall strategic direction and driving key initiatives throughout the organization while positioning the company for future growth.

In his role as Chief Merchant, Mr. Levy heads up the company’s toy-buying team, travelling globally to source the newest, most innovative toy lines and products, often negotiating first-to-market and exclusive opportunities on new product launches. Mr. Levy’s enthusiastic and creative approach to product selection is apparent in the distinct collection of 10,000+ hand-picked items that Mastermind Toys carries.

The brainchild of two brothers, Jon and Andy Levy, Mastermind was started in 1984 in a 300-square-foot location in North Toronto. Over the next 26 years, Mastermind expanded into new markets and opened new stores, launched a successful website at, pioneered complimentary gift-wrapping in-stores and expanded inventory with unparalleled product lines, all the while remaining true to their roots: to offer shoppers a classic toy store experience. Mastermind became the ultimate toy shopping destination: the perfect place to find the right toy or book for any occasion.

In 2010, the Levy Brothers negotiated a deal with an equity investor, paving the way for an aggressive national growth strategy. Mastermind Toys is well-positioned to move ahead with ambitious expansion plans for 2019 and beyond. The company plans to open at least 30 additional stores across Canada over the next three years, with the potential to more than double their store count within the coming six years; 12 of those new store openings are planned for 2019.

Mastermind Toys takes great pride and initiative in the communities that it serves, supporting local non-profit organizations and global causes year-round. Mastermind Toys has supported the building of schools in Kenya and the development of a Canadian educational curriculum about Social Responsibility in cooperation with WE Charity. With over three decades of expertise in the specialty toy market, Mr. Levy is well-known as a thought leader in the toy industry and appears regularly in print, digital and broadcast media offering commentary on a variety of toy and retail topics.