Nintendo NY is the flagship specialty store of video game company Nintendo. It previously went by two other names, The Pokémon Center, and the Nintendo World Store. It is located at 10 Rockefeller Plaza in New York City, New York and sells all kinds of Nintendo and Pokémon merchandise. A prototype of the NES, the Nintendo AVS is on display here.
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The location of this store is perfect for it; it's on the outskirts of Rockefeller Center, but just hidden enough that it doesn't get overrun with tourists like it would if it were in Times Square. I also wonder if changing the name to "Nintendo NYC" means they're planning on opening more eventually; not too many, but maybe some in other tourist destinations like London or Paris.