TOKYO • Nintendo unveiled its first Japanese store on Tuesday in Tokyo's trendy Shibuya shopping district, in a step towards greater commercialisation of its cast of popular characters.

The Nintendo Tokyo store in the fashion-focused Parco department store marks the latest move into the mainstream for Japan's gamer culture and gives Nintendo a key location to attract more casual fans.

The store - previewed to the media on Tuesday ahead of its public opening tomorrow - offers a range of goods featuring prized characters, including Italian plumber Mario, adventurer Link and pink alien Kirby, with exclusive products from Legend Of Zelda-branded ties to Animal Crossing-themed oven gloves.

The Kyoto-based company will look at how the store performs before considering further openings, a spokesman said.

Nintendo, which already operates a store in New York, is building on the success of the Pokemon Centre retail chain, which will also have a space on the sixth floor of the new Parco.

That chain is managed by the Pokemon Company, which was set up with investment from gaming companies Nintendo, Game Freak and Creatures to help manage the franchise.

Pokemon's broad offering, spanning video games, movies and soft toys, has made the franchise a home-grown contender for a Disney-style pop-culture empire. That contrasts with Nintendo's tight grip over its characters, with moves to broaden its appeal including Super Nintendo World, a new attraction set to open at the Universal Studios Japan theme park in Osaka next year.

Nintendo's push to drive sales beyond hardcore gamers comes as two Pokemon titles received a positive reception when they launched for the Switch console last week, bringing a game with full Pokemon battling mechanics to the device for the first time.

REUTERS