is shutting down and that’s a damn shame is shutting down and that’s a damn shame

After 20 years of serving the nerds of the web with all kinds of geek-related products, ThinkGeek will formally shut down its web site and can migrate its operations over to its mum or dad firm GameStop’s web site as an alternative. Within the meantime, the store is holding a 50 % off “shifting sale.”

By means of explacountry, a GameStop spokesperson would solely present the next business-speak: The corporate is “participating in a strategic business transformation initiative to construct the GameStop of the long run,” and that as a part of that effort “now we have made the choice to reorganize our ThinkGeek business by streamlining the operations of our ecommerce platform and transitioning it inside our omnichannel platform.”

What that primarily boils all the way down to: the corporate is consolidating below one brand identify. In keeping with the corporate’s customer support web page, the ThinkGeek web site will shut down on July 2nd, after which you’ll be “capable of ship a curated choice of distinctive objects traditionally discovered on through a ThinkGeek part at GameStop.” The corporate additionally says that it’ll keep its 40+ physical retail places across the country open, and that ThinkGeek objects shall be even be out there within the firm’s chain of GameStop stores.

On one hand, it is sensible: working a number of comparable manufacturers and their supporting organizations is complicated. When GameStop acquired ThinkGeek again in 2015, it famous that it wished to develop its choices within the “fast-growing collectibles class,” and positive sufficient, you would quickly discover all types of nerdy knicknacks at your native GameStop that had been beforehand solely out there on-line.

However for all of the chilly logic that justifies GameStop’s determicountry, I can’t assist however assume that it’s an actual loss. ThinkGeek has all the time been a pleasant place to buy the spectrum of geek-minded individuals, from the hardcore followers to the befuddled households of those that like issues like Star Trek and Dungeons and Dragons. The positioning all the time maintained a whimsical, meta nature for the bigger geek world and web fandom. Need an oven mitt that appears like a Wampa paw? Test. How a few bowl formed like a shark? I nonetheless giggle each time I fill it with goldfish crackers. Tardis bathrobe? Yep.

That’s to say nothing of the corporate’s annual April Idiot’s Day prank products, outrageous stunts that no rational firm would dedicate a ton of vitality and assets to undertake, even when everyone seems to be in on the joke. (The Verge’s Sean Hollister nonetheless needs he’d coughed up the money for that Tauntaun sleeping bag.)

Now, no matter GameStop determines will stay of the brand will get wedged amongst the cabinets loaded down with Funko Pops, motion figures, and racks of video games. Hopefully, GameStop will handle to convey a few of ThinkGeek’s playful whimsy, too.