In a comprehensive interview with Jim Tyo, President of GameStop Canada, it was revealed that the beloved EB Games Canada brand is making a return.
GameStop Canada President Jim Tyo spoke with Retail Insider about the company’s refraining to EB Games. The decision follows the May 2025 acquisition of Electronics Boutique Canada Inc. by French-Canadian entrepreneur Stéphane Tétrault, a move that has sparked excitement across the country’s gaming and collectibles communities.
The rebranding effort is already underway and signals a pivotal shift in the identity and direction of the 185-store chain. With deep Canadian roots and a loyal following, EB Games Canada aims to re-establish itself as a nostalgic yet forward-looking destination for both video game and toy collectors.
Jim Tyo, who has been with the company since its inception in Canada in 1993, expressed visible enthusiasm during the interview.
“I’ve been here since the very beginning. I think I’m the second employee,” he said. “I’ve seen it all. But this is pretty wonderful—to get back to what I feel are our roots.”
For many Canadians, EB Games isn’t just a store; it’s a cultural touchstone. The decision to bring back the brand name comes not only from a place of nostalgia but also from a desire to reassert Canadian identity in retail.
“We’re proudly Canadian,” said Tyo. “This just seemed like the right time to move back to what people perceive as an iconic Canadian brand.”
New Ownership, New Vision
At the centre of the rebranding effort is new owner Stéphane Tétrault. With more than 25 years of experience in the toy and collectibles industry, Tétrault is no stranger to the passions of Canadian consumers. He’s the founder of Imports Dragon, a co-owner of McFarlane Toys, and recently became an investor in Mastermind Toys.
Tyo noted that Tétrault’s involvement is far from passive.
“He’s a very passionate leader in this space,” he explained. “It’s quite unique to have an owner of the business so passionate about video games and toys. He’s anxious to get at it, and we’re excited to work with him.”
The Road to Rebranding
The company’s initial focus will be on a full rebrand of existing GameStop stores back to EB Games Canada, which Tyo said would take about six months.
“We’ll focus on some of the higher-profile stores first,” he said. “This year is really about rebranding and technology. We’ll be investing significantly in both.”
The plan includes updated store signage, revamped digital platforms, and a refreshed online experience to better reflect Canadian consumer preferences. “We want to ignite some passion and put our flag back in the ground that we’re homegrown,” Tyo added.
Revamping the In-Store Experience
Although the name change is the most immediate update, there are more ambitious plans in the works for the in-store experience. While details are still being finalized, Tyo said that expanded experiential sections are part of the long-term vision.
“We’re going to create more expansive sections and experiential areas in stores over time,” he said. “Right now, the focus is on brand and tech, but store experience is definitely on the roadmap.”
This aligns with Tétrault’s vision of community-oriented retail, and it also builds on the chain’s existing strengths in collectibles and exclusive product launches.
Collectibles Boom and Product Expansion
One of the key growth engines for EB Games Canada is its collectibles business, which is projected to hit $100 million in sales this year—a staggering 30 percent increase year-over-year.
“That’s pretty incredible given the retail landscape,” said Tyo. “It shows that there’s demand for the product, and when you bring an expert like Stéphane to the table, we expect even more growth.”
Tyo cited Pokémon trading cards and the upcoming launch of Magic: The Gathering x Final Fantasy as examples of high-demand products that are fuelling the boom. “These launches are as big as video game releases,” he said.
With Tétrault’s industry connections and manufacturing experience, EB Games Canada plans to expand into new product categories, guided by real-time customer demand and its popular reservation model.
Reservation Model Fuels Sales
The company’s unique reservation system is credited as a major factor in its collectibles success.
“We’ve really leaned into our reservation model on the toys and collectible side,” Tyo explained. “It gives us insight into consumer behaviour and helps drive volume.”
This strategy mirrors the limited-edition “drop” culture seen in sneakers and streetwear, creating urgency and excitement around releases.
Digital Growth and Omnichannel Strategy
Despite its emphasis on brick-and-mortar, EB Games Canada is also ramping up its digital efforts.
“We’re investing heavily in technology, and that includes enhancing the online business,” said Tyo. “Buy online, pick up in-store is one of our key areas of focus.”
With 185 stores and a robust used game business, each location carries a unique inventory. The company is planning to roll out ship-from-store capabilities to broaden access to these in-demand titles.
Stability and Strategic Footprint
Unlike many retailers navigating post-pandemic retail disruption, EB Games Canada is not in contraction mode.
“We’re looking to stabilize, not shrink,” said Tyo. “The goal is to invest in stores, not close them. We’ll continue to evaluate locations individually, but we’re committed to the footprint.”
This is a notable contrast to trends seen in the U.S., where GameStop Corp. has been forced to scale back due to declining physical game sales and rising digital competition.
Staff as Brand Ambassadors
Store teams will play a pivotal role in the company’s reinvention, with many employees being former customers themselves.
“Our best-performing stores are the ones staffed by people passionate about what we sell,” said Tyo. “We’re seeing more and more people now who are fans of both games and collectibles—it’s a convergence of two strong communities.”
This human touch is part of what gives EB Games Canada a unique position in the market—personalized service backed by knowledgeable, enthusiastic staff.
Looking to the Future: Loyalty and New Opportunities
Looking ahead, the company plans to relaunch a loyalty program in late 2025 and continue building on its used game and trade-in offerings, which Tyo describes as “a huge value driver, especially in tougher economic times.”
The program is also being expanded to include manga and other collectibles—part of a strategic push to meet consumers where their interests lie.
“There’s over 1,000 to 1,200 manga titles launched globally every month,” said Tyo. “We’ve seen incredible success with our manga trade program, and we’ll continue to expand it.”
A Vote of Confidence in Canadian Retail
At a time when many are pulling back from physical retail, Tétrault’s investment in EB Games Canada—along with his partnership in Mastermind Toys—sends a strong signal.
“He’s really betting on Canadian retail,” said Tyo. “While others are retreating, he’s doubling down. That’s something Canadians should know and appreciate.”
As EB Games Canada steps into its next chapter, the message is clear: it’s not just a name change—it’s a revival.
This is huge and fantastic news for gamers, collectors, and Canada in general!! Massive thanks to Stephane, Tyo and everyone else involved in bringing back a true Canadian cultural icon.
I sincerely hope there will be a concerted effort to bring in to Canada more video game collector’s editions from all the major publishers around the world. Since the change from EB to Gamestop a few years ago, it seems CE availability has declined drastically, so hopefully this re-rebranding will help to correct that.
Thanks again!