Loblaw partners with Mastermind Toys for digital pop-up

Stewart Samuel
Program Director - Canada
@RetailAnalysis

Date : 17 June 2020

Loblaw has launched a temporary pop-up digital store in partnership with leading toys retailer, Mastermind Toys.

Enhancing Loblaw’s third-party Marketplace

The pop-up store will operate through June and July, offering a range of products from the iconic toys retailer. The range will feature within the PC Express Marketplace, Loblaw’s site for third-party sellers. While the retailer already offers a range of toys from a variety of sellers within its Marketplace, this is the first time it has partnered with a major retailer in this way.

Source: Loblaw, Mastermind Toys

High demand during COVID-19 lockdown

Toys, including items which support home schooling and summer camps, have been in high demand during the COVID-19 lockdown phase. Many parents and caregivers have taken on the role of educators and have sought out materials to support their children. Although lockdown mandates have eased in most areas of Canada, restrictions remain in place. Many school districts are making plans for mixed mode classes, physical and virtual, when schools resume in September.

Optimising Canadian credentials

This initiative brings together two businesses which emphasise their strong Canadian roots. During the COVID-19 pandemic, we have seen growing support of local and national operators. This has been driven by a sense of greater community and to financially support home-grown businesses during a challenging period for many retailers.

What non-food retailers want: traffic

Other similar partnerships are likely to emerge over the coming months, especially as non-food retailers seek to optimise the increased traffic which food retailers are currently benefitting from. In April, US-based Hy-Vee partnered with shoe retailer, Designer Shoe Warehouse, initially for a digital partnership, followed by an in-store concept in up to 120 Hy-Vee locations. With shoppers also undertaking fewer trips, but building bigger baskets, initiatives such as these also support the one-stop shopping trip which has gained a resurgence due to the COVID-19 pandemic.

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