Micromania to pivot toward trading card games and pop culture

Micromania, the leading video game retailer in France with over 300 stores, is undergoing a strategic transformation following its acquisition by a Franco-Quebecois consortium. The new ownership group, which includes Stephan Tétrault, Jean-François Chenail, and Sandra and Stephen Callahan, intends to pivot the business model toward pop culture, trading card games (TCG), and merchandise.

While video games will remain part of the inventory, the company plans to reduce their relative floor space in favor of TCGs like Pokémon and Magic, as well as high-quality collectibles. The strategy is modeled after EB Games Canada, where TCG and merchandise sales reportedly grew by approximately 75% following its separation from GameStop, leading to increased profitability.

Key initiatives include the installation of TCG distributors in roughly 30 shopping centers, the creation of an events division to host community gatherings, and the opening of a flagship store near Paris in October 2026. The consortium leverages existing expertise in licensing and manufacturing through entities such as McFarlane Toys, Imports Dragon, and Cobico International.