World champions, collectors, and cosplay heroes recently converged on Toronto for the VIP preview of the Collector’s Vault — an EB Trends pop-up at the CF Toronto Eaton Centre celebrating the creatures, cards, and culture that sparked a global obsession.
Toronto’s most passionate fans, including a six-year-old Pokémon prodigy and Canada’s nine-year-old Junior Champion were on site for a one-night-only sneak peek of the Collector’s Vault before it officially opened to the public on November 1.
The Vault, on Level 2 in the former Frank and Oak space, runs until January 15.
Inside people will find:
- The Legendary Wall – a display of ultra-rare collectibles worthy of legend
- Exclusive merch drops and collector must-haves available for a limited time
- The Epic Pull Machine – with $5,000 worth of cards, including rare ones valued at $1,000
- The Live Pack Break Zone – the place to rip, record, and stream your pulls for all to see
- Live Pokémon characters – and cosplayers for eye-catching photo opps
- The Claw Machine – the ultimate plushie grab
Jim Tyo, President of EB Games Canada, said the Collectors Vault by EB Trends was inspired by a fundamental shift in how Canadians engage with gaming, pop culture, and collectible worlds.
“This store is a reflection of the evolution of fandom culture with design-led spaces they can explore, connect, and fully immerse themselves in with real-world experiences that are exciting and memorable,” he explained.
“This concept for the Collectors Vault was created from a shared ambition between EB Games and Vibrant Marketing to redefine what fan-focused retail can be. Vibrant Marketing brought deep expertise in immersive cultural experiences, and EB Games contributed decades of leadership in understanding what fans look for from specialty retail. Together, we saw an opportunity to build a flexible model that could spotlight whatever worlds or franchises are capturing the public’s imagination at any moment — which is exactly what the ‘Trends’ name represents.
“The Collectors Vault is the first expression of this approach, and the overwhelming response reinforces how powerful it is when you build a destination truly shaped by what fans are excited about.”
Tyo said the company is seeing a remarkable shift in how people approach collectibles.
“For some, these items hold deep personal nostalgia; for others, they represent long-term value and a growing cultural currency. Our goal is to serve both — to honour the emotional connection veteran fans have with these properties while creating an environment that feels exciting, accessible, and relevant for a new generation discovering them for the first time,” he said.
“The Collectors Vault reflects that balance. We’ve curated premium, high-demand products that serious collectors actively seek, while also designing experiences that invite younger fans into the world of collecting — from live pack-breaks to interactive installations and exclusive drops that spark discovery. Through the EB Trends model, we can continually adapt to the fandoms and cultural movements resonating most strongly, ensuring we’re meeting collectors where they are today and where they’re headed next.”
Tyo said what keeps the brand passionate is the same thing that keeps fans passionate: the sense of connection these worlds create.
“Collecting and competing have always been about more than the items themselves — they’re about the stories, the shared excitement, and the feeling of belonging to a community that spans generations. When you see fans trading tips in line, cheering during a pack-break, or celebrating a plushie grab from the giant claw, it’s a reminder of why this culture endures,” he noted.
“That energy is what motivates us to keep building spaces like the Collectors Vault. It’s a privilege to help create moments where creativity, competition, and community come together in ways that feel as fresh and inspiring today as they did decades ago. Seeing that passion continue — and grow — is what keeps us invested in delivering experiences worthy of the fans who make this culture what it is.”
Tyo said what younger players gain from Pokémon and the collecting culture goes far beyond the cards themselves.
“These worlds teach strategy, patience, and problem-solving — but just as importantly, they teach confidence. When kids trade, build decks, or hunt for a rare card, they’re learning how to make decisions, express themselves, and engage with others in a community that celebrates curiosity and creativity,” he noted.
“There’s also a social dimension that’s incredibly meaningful. Collecting introduces younger fans to shared traditions. It gives them a sense of belonging and connection that’s increasingly rare in a digital world whether that’s opening packs with friends, learning from older players, or celebrating small wins together. That’s why we’re building spaces like the Collectors Vault — places where those moments can happen in real life, where younger players can experience the thrill, the learning, and the community that have always been at the heart of fandom.”
Tyo said what makes Pokémon so special for families is that it creates a shared language across generations.
“Parents who grew up with the franchise are now introducing it to their kids, and that continuity builds a connection that feels both nostalgic and completely new at the same time,” he shared.
“Collecting or competing as a family deepens that bond. It encourages collaboration, friendly rivalry, and a sense of teamwork — and it gives everyone a role to play, regardless of age or experience level. Those shared experiences are what make this world so enduring. When families come into the Collectors Vault, you can see how these moments bring them closer, and that’s exactly the type of connection we want to support and celebrate.”
More from Retail Insider:
- EB Games revives the magic with midnight release and Montreal race weekend extravaganza
- GameStop Canada President on Why EB Games is Coming Back
