John Bayliss, Chief Executive Officer of Mastermind Toys, joins The Voice of Retail to discuss specialty retail, omnichannel execution, and the launch of the company’s new franchising model. Bayliss explains how local ownership strengthens community connection while enabling national scale, and why experience, trust, and curated play are core to Mastermind’s strategy. The episode also explores seasonality, AI in retail, and long-term prospects for the toy category.
In the first episode of The Voice of Retail for 2026, host Michael LeBlanc is joined by John Bayliss, Chief Executive Officer of Mastermind Toys, for an in-depth conversation on specialty retail, the evolving toy category, and why franchising has become a central pillar of the brand’s next phase of growth.
Bayliss brings a rare operator’s perspective shaped by a global career in consulting and senior leadership roles at some of the world’s largest retailers. After years advising businesses, he made the conscious shift to operational leadership, seeking accountability and hands-on impact. That decision now defines his approach at Mastermind Toys, where leadership is deeply connected to store teams, customers, and day-to-day execution.
The conversation explores what differentiates Mastermind Toys in a crowded and price-driven category. Bayliss emphasizes that the brand’s competitive advantage lies in expert-led curation, play-based learning, and trust. Rather than competing on discounts, Mastermind helps parents and gift-givers navigate an increasingly complex toy landscape with confidence—through knowledgeable “play experts,” free gift wrapping, and assortments designed to spark curiosity and development.
A major focus of the episode is Mastermind Toys’ new franchising model, which Bayliss positions as a strategic response to both market conditions and the importance of local connection. With nearly 50 stores across Canada and recent expansion into Quebec, Mastermind is now using franchising to scale more effectively while preserving the brand’s community-driven DNA. Bayliss explains that local owner-operators bring deeper market knowledge, stronger community ties, and a level of personal investment that enhances store performance and customer experience—something difficult to replicate through centralized growth alone.
We also discuss how franchising integrates with omnichannel retail. Stores play a critical role not only as experiential hubs but also as fulfillment centers, supporting services like same-day, gift-wrapped delivery and buy-online-pickup-in-store. This model turns physical locations into engines of both convenience and brand loyalty, benefiting corporate and franchise partners alike.
The episode further examines the broader toy retail landscape, including seasonality, vendor consolidation, and shifting consumer expectations. Bayliss argues that while the industry has faced disruption, demand remains resilient as parents become more intentional about play, seeking quality, creativity, and screen-free experiences year-round.
The discussion concludes with a forward-looking view on retail trends and technology. Bayliss cautions against adopting AI for its own sake, stressing that technology must reinforce a clearly defined value proposition. Ultimately, success for Mastermind Toys means expanding through franchising while remaining the trusted destination families turn to “when it really matters.”