Nintendo Co Ltd unveiled its first Japanese store on Tuesday in Tokyo’s Shibuya shopping district.

With the Nintendo Tokyo store, Nintendo is trying to attract more casual fans. The store, which will open to the public on Friday, 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, which already operates a store in New York, is building on the success of the Pokemon Center retail chain, which will also have space on the 6th 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 offering spanning video games, movies and soft toys.

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.

The game is expected to drive demand for the Switch and the Switch Lite into the year-end shopping season.