“We want to do some radio. And we heard you’re the person to call.”

Mastermind Toys is a Canadian toy retailer. Think ‘Toys R Us’ with more brainy toys and one-on-one service. They had reached 50 stores with JUST word-of-mouth and direct mail catalogs and now they wanted to try some radio. 

I was given their brand history and met with the head honchos. But I learned the most by shopping in their stores. Their point of difference? More than the toys they carried, it was their hands-on approach to helping match you (or kid, or gift recipient) with the right toy. 

So we leaned into that. 

Writing. Casting. Voice Directing. And Producing with the help of TA2 studios. It was a gig I looked forward to every few months. 

Was it ground-breaking, award-winning radio? It was even better. It was fun and true to their brand. 

Here are a few highlights from the two years of spots.