Nintendo store-within-a-store opens in Toronto, marking North America’s first dedicated Nintendo space inside an existing retailer. The 1,500-square-foot area occupies the back of EB Games on Yonge Street and opened to the public on Saturday, Oct. 17.
Toronto gets North America’s first Nintendo store-within-a-store
EB Games selected the downtown flagship because it already hosts large Nintendo events, including launches for The Legend of Zelda: Tears of the Kingdom and the upcoming Switch 2. Susan Pennefather, vice president and general manager of Nintendo of Canada, said the partnership leverages the store’s central location and strong local fan base.
Jim Tyo, president of EB Games Canada, called Toronto “a great Nintendo town” and highlighted the city’s enthusiastic community. He noted that the new space aims to bring families together for hands-on experiences that echo the brand’s playful image.
What the space offers
At the moment, the store emphasizes the upcoming The Legend of Zelda: Ocarina of Time remake, slated for a Nov. 5 launch. Pennefather hinted at a special event to coincide with that release, promising fans a chance to try the game before it ships.
Future plans include rotating showcases tied to major franchises. Pennefather mentioned a possible Pokémon “takeover” where new titles like Pokémon Wind and Waves could be played on shared consoles, creating a communal gaming atmosphere.
While the concept mirrors Nintendo’s standalone stores in Japan and the United States, prices for the Switch 2 rose by $50 last month, and broader cost-of-living pressures have tightened consumer budgets. The store therefore focuses on affordable, family-friendly experiences that extend the value of each purchase.
“We want connection. We want community. We want play,” Tyo said, emphasizing the shared values between Nintendo and EB Games. Both companies plan to evolve the space as new games arrive, ensuring the experience remains fresh for returning visitors.
For the grand opening, EB Games offered a $50 Nintendo eShop gift card with purchases of $200 or more on Nintendo products, and two $50 cards when customers bought the Switch 2 console, while supplies lasted.
Pennefather, a veteran of Nintendo Canada for nearly 25 years, expressed excitement about the immediate fan reaction. She said the store provides a physical hub where enthusiasts can “take a picture with Mario in his warp pipe” and add plush collectibles to their homes.
Potential for Expansion Across Canada
Discussions have surfaced regarding a possible storefront in British Columbia, where Nintendo of Canada maintains its headquarters. Stakeholders emphasize the need to gauge regional demand before committing resources.
Strategic planning also contemplates whether a full-size flagship, akin to those in Japan and the United States, might eventually appear in Canada. Current focus remains on refining the existing format.
Why Canada Received the First North American Store-Within-a-Store
“I feel very fortunate that we have very passionate fans in Canada. You’re absolutely right. Zelda is a great example. The franchise does really, really well in Canada. Mario does really, really well in Canada. And I think we’ve just found a way to make people feel like they want to experience our games, characters, and worlds,” she says.
Canadian Market Strength and Fan Engagement
Monthly reports from the national entertainment software association consistently show Nintendo titles achieving higher rankings than in neighboring markets. This trend indicates a robust local appetite.
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