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GameStop Grows ThinkGeek Retail Stores

GameStop has opened its first ThinkGeek retail location in New York City and said it plans to open an additional 25 U.S. locations this year.

GameStop’s Herald Square 33rd and Broadway location has been reconfigured so that the gaming chain now occupies one floor while accessory-maker ThinkGeek occupies the other. The building, which is branded with both logos, held a grand-opening celebration for consumers last week.   

GameStop acquired ThinkGeek last June, and the deal has been largely successful for the chain, which is seeking to diversify itself beyond its gaming core. Said a GameStop spokeswoman to TWICE: “Collectibles and other licensed goods — or as gamers call it, ‘loot’ — is an $11 billion category in the U.S., and ThinkGeek is one of the most well-known names in that realm. Since acquiring ThinkGeek, collectibles has played a big part in the diversification of GameStop’s business and we see a lot of room to grow with ThinkGeek.”

Related: GameStop Looks To Life Beyond The Joystick

The opening marks GameStop’s fourth ThinkGeek store; the first opened in Orlando, Fla., in September. A location in West Nyack, N.Y., is less than one hour from the new Broadway location, and the fourth storefront is in Hurst, Texas. GameStop’s spokeswoman said as many as 25 more U.S. locations are planned for this year.