Few video game companies are better placed than Nintendo to sustain a permanent retail presence.
Its games are one attraction, but its roster of characters gives people plenty of other reasons to browse. And plenty of merch for Nintendo to sell.
Nintendo says it will continue to support physical media for some time to come, but following Sony’s decision to go all digital with PlayStation releases from 2028, it is clear that physical games occupy an increasingly uncertain place in mainstream retail. Big chains like GAME in the UK, EB Games in Canada and GameStop in the US have closed stores, and those that remain devote less shelf space to games than ever.
In place of those games come shelves full of video game-related “stuff”. Be it plush toys, collectible cards, figurines, clothing, art books, keychains or plastic peripherals.
Nintendo’s characters and worlds lend themselves particularly well to this kind of shopping, and a dedicated store can also offer more than shelves of products. Experiential retail gives fans somewhere to play, explore displays, socialise, and take photographs, even if they leave without buying anything.
Having visited Nintendo’s standalone stores in New York and San Francisco, I wanted to know how much of their appeal could survive the trip to Nintendo’s new space inside EB Games’ store on Yonge Street in Toronto.
The flagship experience
Nintendo’s New York and San Francisco stores are wonderful places to visit. Each has areas dedicated to its core franchises, such as Super Mario, The Legend of Zelda, Animal Crossing, Pokémon and Splatoon. The merchandise is generally of a high standard, whether it’s a basic T-shirt in a tube, a hoodie, a plushie or, magnificently, a Metroid ice-cube tray.
On my last trip to New York, I picked up a rather lovely set of snack bowls based on blocks from Super Mario Bros. The Animal Crossing kitchenware range, particularly the coffee cups, is another favourite.
Games take up relatively little room in these stores, both of which span multiple floors, but selling games isn’t their main focus. The spaces themselves are busy but bright and airy, with life-size character statues to pose alongside and room to mix with other fans, watch videos or gaze at displays of retro Nintendo systems. They are a far cry from the gloom of the typical GameStop or EB Games. These are places to celebrate, and consume, your favourite characters.
So, how successful is Nintendo’s new store-within-a-store?
The Toronto experience
The permanent, 1,500-square-foot space makes a strong first impression. A Mario statue welcomes you into a beautifully designed space decked out in Nintendo’s distinctive red branding.
Inside, you’ll find Nintendo Switch 2 hardware and games, playable demos, themed displays and a great deal of merchandise. One side is dominated by a huge screen showing trailers for the latest games. On the other, a second large screen offers playable demos, and between them sit Switch 2 systems you can try in handheld mode. A display also teases the upcoming remake of The Legend of Zelda: Ocarina of Time.
There is a greater emphasis on games than in Nintendo’s flagships, presumably a nod to its EB Games host. One wall holds new and upcoming Switch 2 releases, and two sizeable shelves are devoted to original Switch titles, including some refreshingly deep cuts alongside the usual big-hitters.
Elsewhere, the merchandise is impressively varied. You’ll find My Mario playsets, plushies, Hot Wheels, Lego, peripherals, and lots more. Some of the My Mario merchandise is exclusive to this location within Canada. The selection is nowhere near as expansive as that of the flagships – clothing is limited and amiibo figures are absent altogether – but there’s a lot crammed into the space.
Nintendo’s Toronto outpost lacks the scale and spectacle of its American flagships, but it makes up for it with a welcome emphasis on physical games. The store successfully threads the needle between stocking items for enthusiasts and having broad appeal. It is also, rather tellingly, far nicer than the dated EB Games you have to walk through to reach it.
It’s a welcome addition to a Toronto video game scene that has taken some knocks in recent years, and well worth a visit if you’re in the city.
Nintendo’s Toronto retail space is now open inside EB Games at 267 Yonge Street.
