GameStop is making a significant shift towards its merchandise strategy centered around collectibles, a move that seems to be breathing new life into the struggling retailer. The company is capitalizing on the excitement surrounding the upcoming game “Resident Evil Requiem” by offering exclusive tote bags to customers who pre-order the game at their stores—a clear pivot away from the declining sales in gaming hardware. This initiative illustrates how GameStop, once considered a casualty in the retail landscape, is striving to regain its footing by embracing collectibles over traditional gaming sales.
In recent financial reports, GameStop highlighted a remarkable surge in collectibles revenue, which skyrocketed by 50% to $256.1 million in Q3 2025, up from $171.1 million in the same quarter of 2024. Collectibles now account for 33% of GameStop’s total revenue, a significant increase from just 20% earlier in 2025. The news coincided with a 2% rise in GameStop’s stock following the announcement of the “Resident Evil Requiem” tote bag, which features iconic imagery from the franchise.
The company’s transformation is noteworthy as the video game industry increasingly moves toward digital sales on platforms like PlayStation Store and Steam, leaving GameStop to seek alternative revenue streams. Transforming its business model to focus on collectibles, including trading cards and limited-edition merchandise, has emerged as a promising avenue. The immersive and often nostalgic nature of products related to major franchises like “Resident Evil” resonates with collectors and gamers alike, reinforcing GameStop’s strategy of developing exclusive merchandise partnerships.
GameStop’s robust financial position, with $6.4 billion in cash at the end of Q1 2025, enables the company to invest strategically in this collectible trend, positioning it for long-term success rather than mere survival. The planned release of “Resident Evil Requiem” in early 2026 across multiple platforms aligns perfectly with GameStop’s new direction, creating opportunities for in-store traffic and customer engagement.
Despite these positive developments, the company’s transition is met with skepticism from Wall Street. The broader market view remains mixed, largely due to concerns over whether the burgeoning collectibles market can truly replace the lost revenue from traditional video game sales. Analysts continue to question the sustainability of this business model, as the collectibles sector, while growing, has yet to demonstrate the same scale as the gaming industry’s historical performance.
Nevertheless, the excitement surrounding exclusive items like the tote bag points to a shift in consumer preferences. Collectors benefit from unique merchandise, while GameStop strives to establish a profitable path forward. The upcoming months will be crucial for GameStop as it seeks to prove that its collectibles strategy can sustain growth in a transforming retail environment. With innovative partnerships on the horizon and a revitalized focus on collector culture, there is a sense of hopeful progress for GameStop as it navigates its new identity.