GameStop on Friday launched its first seasonal mall store catering to younger gamers, GameStop Kids, at Grapevine Mills near its corporate headquarters, aiming to tap an audience not reached by the chain's brick-and-mortar stores and e-commerce site.
The video game retailer will roll out 80 of the holiday stores around the country through Nov. 15, then close most of them when the Christmas shopping period ends, spokeswoman Wendy Dominguez said.In addition to video games rated up to "T" for teen, the stores will feature Angry Birds plush toys with sound effects, FIFA Soccer backpacks, Golden Dragonfire Cannon Battlepacks, Harry Potter build sets, and, from the Star Wars game, Chewbacca plush toys, key chains, phone cases and banks.Asked how the concept evolved, Chief Financial Officer Rob Lloyd said suppliers had been approaching the chain with collectibles not carried at its regular stores.In a few months, the project went from planning to execution without any market testing after employees came up with the pop-up mall idea, Lloyd said.To find a GameStop Kids near you and see the complete list of locations, see www.GameStop.com/Kids. Merchandise can be ordered at regular GamesStop outlets, the company said.Barry Shlachter, 817-390-7718Twitter: @bshlachterHave more to add? News tip? Tell us
