Take a Look at the Totally Redesigned Nintendo Store

  • Nintendo New York, Nintendo’s flagship store the night before opening. Feb. 19, 2016 in New York.
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  • The ground floor and checkout area.
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  • A short history of Nintendo handheld products.
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  • Each gaming system has its own display case.
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  • Large casts of a few of Nintendo's most popular characters.
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  • A cast of Mario can be seen sliding down a pole from the second to the first floor.
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  • An extensive selection of Nintendo merchandise.
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  • Detailed figurines are spread around the store.
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  • A wide selection of games are available for purchase.
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  • Original drawings from Nintendo's Super Mario Bros.
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  • An assortment of Pokemon stuffed animals.
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  • A line of Nintendo fans were waiting in line overnight for a special release of Fire Emblem.
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By Matt Peckham and Josh Raab
February 19, 2016 10:42 AM EST

It sports a giant bronze coin with the tagline “Where everyone comes to play,” a gargantuan new 15-foot gaming screen, and — as its doors open to the public for the first time in a month — a brand new name: Nintendo New York.

You might know the gaming company’s Rockefeller Center retail outpost by its old name, Nintendo World. The name change appears be another step in Nintendo president Tatsumi Kimishima’s intrepid plan to grow the company IP exponentially across a dizzying array of new platforms. The message is clear: Nintendo New York is still the company’s flagship storefront, and a paean to all things Nintendo, but Nintendo World is everywhere.

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Write to Matt Peckham at matt.peckham@time.com.

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