EB Games to Open Official Nintendo Store-Within-a-Store Experience in Toronto

Nintendo is expanding its permanent retail presence in Canada, and Toronto is getting it first.

EB Games Canada has announced a new Nintendo store-within-a-store opening at its flagship Toronto location on October 17. The company says it’s Nintendo’s first permanent retail concept of its kind in North America.

The 1,500-square-foot Nintendo space will be located inside EB Games at 267 Yonge Street, across from the Toronto Eaton Centre. Rather than simply dedicating a few shelves to Nintendo products, the space is being designed as its own retail experience. It will feature Nintendo Switch 2 hardware and games, playable demo stations, Nintendo-themed displays, merchandise and dedicated photo opportunities.

There will also be a selection of My Mario merchandise, including some products that EB Games says will be available exclusively through the Nintendo space in Canada.

“There’s something special about gathering around the games we love, and we believe physical retail has an important role to play in creating those moments,” said EB Games Canada owner and CEO Stéphan Tétrault.

Nintendo of Canada vice president and general manager Susan Pennefather similarly called the space “an incredible place to explore what’s new, discover merchandise and celebrate our iconic characters.”

The opening gives Nintendo another way to showcase Nintendo Switch 2 as the company continues expanding its latest console generation in Canada. Unlike a pop-up or temporary promotional installation, the new Nintendo section is a permanent addition to the Yonge Street store.

EB Games will officially open the space with a ribbon-cutting ceremony at 10 a.m. on Saturday, October 17.

The flagship EB Games is located at 267 Yonge Street in Toronto, making it an easy stop for anyone who has ever gone into the Eaton Centre for one thing and somehow emerged three hours later with a new game.