Just in time for the holiday season, GameStop is opening a new line of brick-and-mortar stores dubbed GameStop Kids. The new stores will be opening in shopping malls across the country and it appears the goal is to get GameStop some of the customers they lose to toy stores who also offer video games.
“This is really a way for us to take share away from people who are in the toy business and have an expanded assortment,” CEO Paul Raines said in an interview with the Dallas Business Journal, “and show people how to drive kids to new experiences, new products or an expanded assortment of existing products like Skylanders and Angry Birds.”
The Kids stores will only be opening in malls and retail centers that already feature a successful GameStop location, but things will probably look quite a bit different when you walk inside. While gaming is clearly the central theme, the Kids stores will elevate those titles with related merchandise. For instance, the LEGO Star Wars game will be accompanied by actual LEGO Star Wars building sets. Furthermore, even though there isn’t a LEGO Marvel Superheroes game, Marvel themed LEGO sets will also be available on top of plush toys and other collectibles related to other games.
The first GameStop Kids store opens today at Grapevine Mills Mall in Grapevine, Texas and by November 15th GameStop plans to have over 80 GameStop Kids locations across the country. The focus is children, so you won’t find any “M” rated games here, which could make the new locations an easy choice for parents.
For more info on GameStop Kids locations head over to GameStop.com/Kids