Nintendo has opened its first North American store-within-a-store at EB Games Canada’s flagship in downtown Toronto, introducing a permanent 1,500-square-foot retail space featuring gaming hardware, software, exclusive merchandise and interactive demonstrations.
The new space, which opened October 17 at 267 Yonge Street, marks an important partnership as EB Games Canada continues developing its retail business following its return to Canadian ownership in 2025. For Nintendo, the installation provides a dedicated branded presence within an established specialty gaming retailer, allowing customers to experience its products firsthand.
Jim Tyo, President of EB Games Canada, and Susan Pennefather, Vice President and General Manager of Nintendo of Canada, discussed the decision to launch the concept in Toronto, their longstanding partnership and the role of physical stores in the gaming industry with Retail Insider.
The opening comes ahead of the holiday shopping season, with Nintendo Switch 2 hardware and software central to the new space. It also adds a prominent attraction to EB Games’ Yonge Street flagship, located across from CF Toronto Eaton Centre.
Why Nintendo Chose Toronto
Nintendo selected Toronto for its first North American store-within-a-store partly because of its established relationship with EB Games and the Canadian gaming community.
“Canada has a passionate Nintendo community, and we’re proud that Nintendo’s first store-within-a-store in North America is opening here in Toronto,” said Pennefather. “EB Games has been an incredible, longstanding partner—from midnight launches to the launch of Nintendo Switch 2, making them the right partner for this experience.”
The installation occupies part of EB Games’ existing flagship at 267 Yonge Street, one of downtown Toronto’s busiest shopping corridors. The location benefits from its proximity to CF Toronto Eaton Centre, Toronto Metropolitan University and the surrounding commercial and entertainment district.
The store has also hosted major gaming events, including midnight product launches and activities surrounding the Nintendo Switch 2 introduction. Tyo said that history made it a natural choice for the permanent Nintendo space.
“EB Games’ flagship Toronto location gives Nintendo a permanent, dedicated presence in a high-profile gaming destination,” he said. “From midnight game launches to hosting the launch of the Nintendo Switch 2, we’ve celebrated so many milestone events together at this location that it was the perfect fit for a dedicated Nintendo experience where people already come to discover, shop, and engage.”
Nintendo already operates two standalone retail stores in the United States, including its longstanding flagship at Rockefeller Plaza in New York City and a San Francisco location that opened in May 2025. Both stores are devoted to Nintendo products, merchandise and interactive experiences.
Toronto introduces a different format, establishing a permanent Nintendo-branded environment inside an existing specialty gaming retailer. The arrangement gives Nintendo a substantial retail presence while drawing on EB Games’ established operations and customer relationships.
Nintendo Partnership Adds to EB Games Canada’s New Direction
The opening follows the May 2025 acquisition of GameStop’s Canadian operations by entrepreneur Stéphan Tétrault, bringing the business back under Canadian ownership.
Following the transaction, the retailer restored the EB Games name and outlined plans to strengthen its connection with Canadian gaming consumers. Its priorities included gaming culture, collectibles, merchandise and customer experiences, reflecting the importance of product categories beyond physical video games.
EB Games Canada operates more than 170 stores nationally, providing an established network serving gaming enthusiasts and collectors. The Toronto flagship is among its most prominent locations and now houses a permanent branded installation from one of the industry’s largest gaming companies.
The Nintendo partnership provides an example of how EB Games can develop its physical retail offering through relationships with major manufacturers. Dedicated merchandising, playable demonstrations and exclusive products give customers reasons to visit specialty gaming stores, particularly when many games and related products can be purchased online.
Tyo said the companies’ longstanding relationship was central to the project.
“Nintendo and EB Games have a longstanding relationship in Canada and share a commitment to creating great experiences,” he said. “Bringing Nintendo’s first store-within-a-store in North America to EB Games’ flagship Toronto location brings together iconic games, characters, and experiences with EB Games’ retail expertise.”
The arrangement also gives Nintendo a dedicated retail environment within an established Canadian business. Neither company has disclosed the capital investment involved, the commercial terms governing the space or specific financial targets associated with the installation.
Inside the New Nintendo Experience
The permanent Nintendo environment features Nintendo Switch 2 hardware and software, playable demonstration stations, themed displays and a selection of branded merchandise.
Customers can try games, explore products and browse merchandise associated with Nintendo’s established franchises and characters. The assortment includes items exclusive to the Toronto installation, including the My Mario Mario & Friends Wood Block set.
The space is designed to accommodate new games and merchandise as Nintendo releases additional products, giving customers reasons to return throughout the year. Changing assortments and displays could help maintain interest beyond the initial opening period.
For Nintendo, the timing is relevant as the company continues promoting Nintendo Switch 2, which launched in 2025. Customers can experience the hardware and its games before purchasing, while exploring available software and system bundles.
“The space gives Canadians an opportunity to experience Nintendo Switch 2 firsthand, try playable demos of our newest games, and discover system bundles,” Pennefather said.
The opening included special promotional offers, including Nintendo eShop gift cards with qualifying purchases. The offers were available to customers shopping at the Yonge Street location on October 17.
The dedicated environment brings hardware, software and character-related merchandise together in one branded area. For EB Games, the assortment also creates opportunities for complementary purchases involving games, accessories and collectibles.
Physical Retail Remains Important to Both Companies
The Nintendo partnership comes as digital distribution continues to play a major role in the gaming industry. Consumers can purchase software through online storefronts, while specialty gaming retailers have expanded their assortments to include collectibles, accessories and other merchandise categories.
Both Nintendo and EB Games maintain that physical stores provide opportunities for product discovery and customer engagement that differ from online purchasing.
“Physical retail offers something different from simply purchasing online,” said Pennefather. “Being able to play, explore, and discover Nintendo in person creates a different kind of connection with consumers.”
Playable demonstrations are particularly useful for gaming hardware, where customers may want to evaluate a product before making a purchase. The Toronto installation also allows families, collectors and gaming enthusiasts to interact with Nintendo products and merchandise in one location.
The space offers opportunities for EB Games to attract customers, encourage longer visits and introduce shoppers to products they may not have originally intended to purchase. However, the companies have not provided traffic, sales or conversion projections for the installation.
The format demonstrates how a specialty retailer can dedicate part of an existing store to a major brand partner. Nintendo gains a permanent branded environment supported by EB Games’ retail operations, while EB Games adds a destination that can evolve alongside Nintendo’s product releases.
The commercial results will depend on customer response over time, including repeat visits and purchases beyond the initial opening period. No performance data has yet been disclosed for the Toronto installation.
Could the Concept Expand Beyond Toronto?
Although Toronto is Nintendo’s first North American store-within-a-store, neither company has announced plans for additional locations in Canada or the United States.
Both executives indicated that their immediate priority is establishing the Toronto installation as a destination for gaming enthusiasts. When asked how EB Games would measure success and whether the concept could be introduced elsewhere in its Canadian network, Tyo emphasized customer engagement and repeat visits.
“Success is about creating a space people love and want to revisit, somewhere they can discover what’s new and enjoy something memorable,” he said.
Tyo added that EB Games continues to explore ways to connect with consumers but is currently focused on making the Toronto installation successful.
EB Games’ national network provides an established retail platform that could accommodate similar partnerships if the companies eventually decide to expand the concept. No rollout has been confirmed, and neither company has disclosed the performance benchmarks that would inform such a decision.
For now, the Yonge Street flagship gives Nintendo and EB Games a permanent location to introduce new products and develop their partnership. The companies have left open the possibility of future initiatives without committing to another store-within-a-store.
