Mastermind Toys Acquired by Unity Acquisitions

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Mastermind Toys

CityNews

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Mastermind Toys marks first holidays with new owner focused on babies, 'kidults'

Summary

Nutrition label

70% Informative

Mastermind Toys filed for creditor protection on one of the busiest shopping days of the year, Black Friday .

The brand closed 18 of its then-66 stores before Unity Acquisitions , a private equity firm co-owned by Club Monaco co-founder and Joe Fresh visionary Joe Mimran , swooped in to rescue Mastermind in January .

Mastermind sees Melissa & Doug , Coco Village and Coco Village as a way to draw in infants and preschoolers.

Mastermind is also trying to lure in kidults’ — adults with kid-like interests such as Lego , puzzles, collectibles, model cars and Squishmallow plushies.

Mastermind has expanded its events from make-and-take Lego sessions for kids to ticketed evenings for date night or gatherings among friends.

The events accomplish something Grant Packard said should be a goal for Mastermind : getting customers into stores beyond Christmas time.

VR Score

Informative language

Neutral language

Article tone

semi-formal

Language

English

Language complexity

Offensive language

not offensive