Client: Mastermind Toys
Website: www.mastermindtoys.com
Industry: Children’s Toys
Retail Locations: 60+ across Canada

About Mastermind Toys:

Mastermind Toys is Canada’s largest specialty toy and children's bookstore, known for its carefully curated selection of educational and innovative toys, books, and games. With over 60 locations nationwide, Mastermind Toys is committed to fostering creativity, curiosity, and learning through play, providing an exceptional in-store experience that delights children and families alike.

The challenge:

With over 60 locations nationwide, Mastermind Toys wanted to reconnect with previous customers who lived near their stores and encourage them to visit in person. Their marketing team sought an effective method to boost foot traffic, particularly targeting customers who hadn’t engaged with the brand recently.

The solution:

Mastermind Toys partnered with BirdseyePost, leveraging its innovative SmartMaps technology. BirdseyePost created personalized postcards for each recipient, including a tailored store locator map that pinpointed each recipient's nearest Mastermind Toys location. These direct mail pieces also featured special incentives designed to attract customers back into stores, effectively driving foot traffic and reigniting customer engagement.

BirdseyePost’s team managed the complete lifecycle of the campaign—from creative design and printing to mailing—within an impressive three-day turnaround. Customers received personalized postcards within a week, significantly cutting down traditional campaign cycle times and maximizing impact through timely delivery.

In their own words:

I was lucky enough to be introduced to Matt and his team at BirdseyePost by our Head of Marketing Henrietta Poon. At the time, I was thinking, ‘Great, just what we need, another vendor,’ but took the meeting based on Henri’s insistence. I feel very fortunate that I did because what followed was a 20-minute presentation that answered a lot of questions that I wasn’t even asking!

Birdseye has a simple and very effective direct mail marketing solution that hits the BIG 3: takes cost out, increases quality, removes significant cycle time from the process. And it works! From idea conception to in-market in less than a week is not just a crazy idea—it is an actual reality. Birdseye does all the heavy lifting and, with basic direction and creative, takes care of everything else. Their solution is certainly ‘cheaper than a click,’ and we were very happy with our response rate. Don’t want to spoil Matt’s entire presentation, but suffice it to say that we were incredibly impressed by everything Birdseye did for us and would not hesitate in recommending them to anyone out there who is looking to really engage the RIGHT customers.

— Dave Worth, VP of Sales Planning

With BirdseyePost, Mastermind Toys efficiently reconnected with their customer base, reinforcing their presence in local communities and driving store visits through personalized, timely, and highly effective direct mail.