Mastermind Toys has 68 stores across Canada and has been in business 37 years providing educational toys and games. However, they are just launching their first ever brand-building marketing communication campaign under the tag line "the world needs more play."

VP of Marketing Susan Anderson said "We believe that the world is better when we play and that, as Canada's Authority on Play, it was time for a call to action for more play."

Aside from the marketing communication campaign Mastermind has been building a loyalty program and working to improve the online and offline retail experience.

This is the largest investment the company has ever made in brand building messaging. The "Let's Play" campaign will run across Canada across multiple platforms.

https://strategyonline.ca/2021/11/26/mastermind-toys-launches-first-ever-brand-campaign/

Question: What are your thoughts on this campaign theme and approach?