LED Solutions handles new builds, repairs, and LED retrofits for Mastermind Toys nationwide. Photos courtesy William Large, LED Solutions
The nitty gritty of redesigned signs at Mastermind Toys’ Mount Pleasant Village location, the importance of continued relationships with clients, and the processes behind a job well done.
By William Large
Since February 2013, LED Solutions has maintained a longstanding relationship with Mastermind Toys. Now, we handle new builds, repairs, and LED retrofits for them nationwide.
Recently, Michelle Chan, a retail and hospitality designer working with Mastermind Toys, requested a comprehensive interior and exterior redesign, including new signage.
The relationship
Mastermind Toys, newly acquired by Unity Acquisitions Inc. and its chairman Joseph Mimran—a renowned fashion designer and entrepreneur behind brands such as Club Monaco, Joe Fresh, Tilley, and Kit & Ace, and a former Dragon’s Den star—is embarking on its first major renovation and rebranding under new management.
The store at 639 Mt. Pleasant Rd. in Mount Pleasant Village, Toronto, was selected based on consumer research. The area’s affluent demographic, high foot traffic, and strong community support made it an ideal location.
The project commenced on April 4 with a concept drawing. My impression was positive, so I shared the design with my business partner Mike. We were already familiar with the Mount Pleasant location, having assessed it in November 2023 for repairs. The storefront, measuring 1.5 m (5 ft) x 12.1m (40 ft), featured polyvinyl chloride (PVC) lettering and wooden framing illuminated by gooseneck lights, with some water damage to the bulkhead. At the time, we recommended a new illuminated channel letter sign—but this was put on hold. We reconvened under new management six months later with a revised and bold concept.
Under new leadership, the classic toy store undertook its first major renovation and rebranding.
After discussing timelines and the fabrication process, we priced the project, established a budget, and issued a purchase order (PO). Our in-house designer, Nadia, then collaborated with Mastermind Toys’ designer on the permit drawings. Initially, the design featured a flat backer with circle elements to be digitally printed on 6.3-mm (0.25-in.) aluminum composite panels measuring 127 mm x 254 mm (5 in. x 10 in.), topped with LED-illuminated channel letters. This evolved into ACM circle elements with vinyl graphics for an added 3D texture. A 762-mm (30- in.) diameter, 914-mm (36-in.) projection LED-illuminated double-sided blade sign was also added, with a kumquat-like orange providing a contrast. We removed the four existing A-frame awnings above instead of painting them—opening the space and focusing attention on the main sign.
Requisites and revisions
After thorough revisions, we secured approval for the permit drawings. As this was the first location, ensuring accuracy took time. We forwarded the drawings to our engineer for review and stamping, as required, and applied for the sign permit on April 26, targeting a June 14 installation date.
The permit process was more challenging than anticipated. Despite our research, 639 Mt. Pleasant Rd. was in a heritage district, requiring approval from the heritage planning committee. Further, due to its proximity to a Metrolinx transit corridor, it required another review as well.
Our permit was issued a month later, giving us two weeks to fabricate and install to meet our target date. While awaiting the permit, we co-ordinated with the general contractor (GC) on-site for the removal, electrical setup, and a team safety meeting. On May 15, four technicians completed the removal in one day, preparing the area for the new signage. The GC rebuilt the area with new plywood, waterproofing membrane, roof capping, and painting. We fabricated the 127-mm x 1,016-mm (5-in. x 40-in.) sign in four sections of 127-mm x 254-mm ACM panels, with prefabrication ensuring a smooth installation. We painted the backer panels Mastermind blue, using 51-mm (2-in.) angles for a frameless look, and created a low-profile box to hide electrical components.
During fabrication, Mike and I proposed illuminating the circle elements in 76-mm (3-in.) deep cans—like the channel letters. With fabrication on track, we scheduled the installation for June 12. It was another beautiful sunny day. The same four technicians returned, but this time, for a boom truck install. We worked from the inside parking lane, extending onto the sidewalk, following all the necessary safety precautions. One technician directed pedestrian traffic and answered questions from the community.
Thanks to the prefabricated and assembled sections, the installation was quick. We attached angles to the wall, placed the 127-mm x 254-mm sections onto the angles, secured them, and moved on to the next section. After wiring and testing, we installed the blade sign. The installation was completed just in time to beat rush hour traffic back to our base in Hamilton, Ont.
LED Solutions was familiar with the Mount Pleasant location, having assessed it for repairs in November 2023.
The next day, as the photos made their way through the company, Sophie, the project supervisor, emailed us with gratitude and thanks, complementing our work. I shared this feedback with our team, celebrating our successful, on-time, and on-budget design-build-install project. Curious about the sign’s impact, I followed up with corporate. They reported increased foot traffic and sales the day the sign went up.
The ripple effect
Michelle had been talking with the Tilley and Kit & Ace teams, who are opening two new stores at Toronto Premium Outlets. She praised LED Solutions’ work with Mastermind Toys. Now, we are fabricating their new signage, with installation set for August 9 and more locations to follow.
A happy client and new customers—a true success story.
William Large co-owns LED Solutions with Mike LeBlanc. For 20 years, they’ve been designing, building, and installing signs nationwide, with many team members having been with them from the start. Their work features in strip malls, major brands, national accounts, and high rises in the Greater Toronto Area (GTA) skyline. For more, visit their social media on all major platforms and their website at www.ledsolutions.ca.
