GameStop is opening stores in the US aimed specifically at children. The 80 GameStop Kids stores currently planned will be open by November 15, with the first opening today at the Grapevine Mills Mall in Grapevine, TX. The stores will feature E-rated games alongside an assortment of related toys, accessories and collectibles. In case it wasn't clear, GameStop is unabashed about which pie it's trying to take a chunk out of with its new line of outlets.
"This is really a way for us to take share away from people who are in the toy business and have an expanded assortment," GameStop CEO Paul Raines told 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."
Along with those brands, customers can expect to see copies of Minecraft sitting alongside foam pick axes, and Star Wars games next to talking Chewbacca plushies. Whether or not that's particularly dissimilar from adult GameStop stores remains to be seen, but the absence of mature games on the shelves may well prove welcoming to parents. The Kids stores are currently only being opened alongside regular stores in malls which already feature the latter, so there's no need to fear having to wade through a sea of urchins to pick up your GameStop games - no more so than there already is, at least.