TORONTO, Nov. 6, 2025 — Leads & Copy — More than 500 fans lined up as EB Games, in partnership with Vibrant Marketing, launched EB Trends, a retail concept that transforms traditional gaming stores into immersive, experience-driven destinations for fans and collectors. The debut location, The Collectors Vault by EB Trends, opened at the Toronto Eaton Centre over the weekend.
Some fans camped out at 1 a.m. to secure first access to rare and exclusive Pokémon collectibles. This Friday, the store will release the Mega Lucario and the exclusive Moltres Elite Collection, which are expected to draw even bigger crowds of collectors, fans, and competitive players from across the country.
Jim Tyo, President of EB Games Canada, said The Collectors Vault marks an evolution for EB Games. He said the store is a reflection of how the company is reimagining retail for the modern fan, creating experiences that go beyond transactions, inviting the community to engage with the brands and stories they love in new, meaningful ways.
Eric Brouillet, President of Vibrant Marketing, said EB Trends brings together retail innovation and experiential storytelling. He said the company is creating spaces that evolve with what’s trending in fan culture, from Pokémon to whatever captivates the community next.
Rowan Stavenow, a reigning Pokémon World Champion, attended the opening and praised the elevated experience, calling it “upscale and nice.”
Inside The Collectors Vault, fans can explore The Legendary Wall, featuring ultra-rare and display-worthy collectibles, plus a rotating lineup of exclusive drops, live-steam card pulls, photo opportunities with costumed Pokémon characters, a claw machine filled with plushies, and a giant pull machine filled with trading cards valued at $5K.
The launch of EB Trends marks the start of a nationwide rollout strategy, with the goal of additional themed locations planned across Canada in 2026.
Photos available here.
Source: EB Games
