Nintendo opened its first dedicated retail space in North America on Saturday, launching a 1,500-square-foot store-within-a-store concept inside EB Games’ flagship location at 267 Yonge Street in Toronto.
The space marks a significant expansion of Nintendo’s retail footprint in the region. It features Nintendo Switch 2 hardware and software, playable demo systems, and merchandise including exclusive My Mario products that aren’t available elsewhere. The company says the space will evolve alongside new releases, suggesting it’s designed for repeat visits as its catalog expands.
Stéphan Tétrault, Owner and CEO of EB Games Canada, said the partnership reflects the retailer’s broader strategy. “We’re continuing to evolve EB Games around what matters most to today’s fans. We believe in creating retail experiences where people can do more than shop – they can play, discover and connect with the brands they love. The Nintendo space at EB Games brings that vision to life in an exciting new way.”
The partnership reflects a broader trend among hardware makers to establish dedicated retail experiences within existing stores, rather than opening standalone locations. Nintendo has tested similar concepts elsewhere, but this is the company’s first North American version of the format.
Devon Pritchard, President and Chief Operating Officer at Nintendo of America, said the collaboration took time to develop. “This space shows what’s possible when we work closely with our retail partners to create something distinctly Nintendo. It gives people a new way to experience our games, characters and worlds, and we’re excited to see it come to life for the very first time in North America alongside our partners at EB Games.”
Susan Pennefather, Vice President and General Manager of Nintendo of Canada, emphasized the Toronto location’s significance. “Bringing this concept to Toronto is incredibly special. The space captures the fun and sense of discovery people associate with Nintendo, and invites them to engage with the games, characters and worlds they love. We can’t wait to open the doors tomorrow.”
The space opens Saturday at 10 a.m. with a ribbon-cutting ceremony. Nintendo offered special incentives through the opening day: customers spending $200 or more on Nintendo products receive a $50 Nintendo eShop gift card, while those purchasing a Nintendo Switch 2 system get two $50 eShop cards. The offers are limited to in-store purchases and available while supplies last.
EB Games operates more than 170 stores across Canada and positions itself as the country’s market leader in video games, trading cards, and collectibles. The Nintendo space represents a test of how traditional game retailers can compete in an increasingly digital gaming market by offering immersive in-store experiences.