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I Left My Heart Container in Nintendo’s San Francisco Store

Nintendo’s First West Coast Store is a Warp Pipe to Whimsy and Delightful Gamer Decor.

I’m in a group of adults slowly descending a staircase in a brightly lit white store, small gasps of joy escaping our mouths as walls of smiling squid toys come into view. Our tour guide is wrapping up his tour, and as he rattles off his last fact, he eyes the crowd. “Think you guys are ready to shop?” My reply echoes the words of former Nintendo Chief Operating Officer Reggie Fils-AimĂ© when he tested the Wii Board at E3 2007: My body is ready.

Japanese gaming giant Nintendo opened its first-ever West Coast store in San Francisco on Thursday — the second in the US after its New York City storefront. While it stocks lots of company merch featuring the company’s most iconic characters like Mario, Peach, Link, Zelda and way too many Pokemon, its website alludes to future events like those held at its other stores.

A few days earlier, CNET was treated to a first-hand look at all the new goodies and gadgets awaiting fans in San Francisco. 

Inside the store

Set at the intersection of Geary and Powell in San Francisco’s Union Square neighborhood, the first thing you notice is the parade of Nintendo characters lining the store’s windows, with Mario leading the congregation to the main doors. Upon entering the store, you’re greeted by the clean, white aesthetic that the Nintendo brand is known for. 

“We want [Nintendo San Francisco] to be much more than just a store,” said Nintendo Senior Regional General Manager PJ Sadler, a manager of the NYC Nintendo store who led the tour of the new location. “We want it to be an immersive experience, we want to immerse you in our characters, with our world.”

In that spirit, a Nintendo store associate told me several Pikmin figurines were hidden throughout the store for guests to find. (I counted five; they told me there were still a few more.)

There are the requisite store exclusives, the items you can find only at the San Francisco location that set it apart from its NYC counterpart — namely, the SF-branded water bottles, T-shirts, and hoodies that say “Nintendo San Francisco.” I found those designs a little lackluster and rather sterile; I was hoping to see a little more San Francisco flair. New York City once had a collection in kanji, for example. But at least you can also find the Nintendo character parade motif adorning other San Francisco souvenirs, including exclusive minifigures and bags. Sadler noted that any products with a red Nintendo square logo indicate they can be bought only in the Nintendo US locations, either in San Francisco or New York (there were no unique marks for SF exclusives). 

Also on the ground floor was a section dedicated to actual gaming equipment, including an area where customers can put together their own Nintendo Switch OLED with their choice of colored Joy-Cons and docks. (Nintendo representatives were very coy about what, if anything, would be happening at the store for the upcoming launch of the Nintendo Switch 2 on June 5.) Among the other controllers and accessories was a shelf of Nintendo Alarmo clocks, the company’s big surprise hardware launch of 2024, waiting to be taken home. 

Downstairs is where they had the “big guns,” so to speak, or at least the Master Swords. Similar to Nintendo’s New York store, there are dedicated areas for Splatoon and Legend of Zelda, as well as Pikmin, Kirby, and Pokemon. There was also a giant projector screen for watching shoppers play games, alongside a giant wall of Amiibo with harder-to-find figures such as Sora from Super Smash Bros and Kingdom Hearts. 

A sales associate kindly walked me through a kiosk where visitors can check in daily for Nintendo Platinum Points, which can be used for My Nintendo Rewards in the Nintendo eShop. “I just moved into a new place, so I’ve been stocking up on Animal Crossing coasters,” the associate confided.

Cozy merch forever

Though it’s been a while since I’ve been to the New York store, reconnaissance from friends and TikTok confirmed that a big theme for NY is Pokemon, featuring an almost life-size Pokemon Center where herds of Pikachu frolic on the shelves. 

While Pokemon has a presence in the San Francisco counterpart (I almost walked away with a Psyduck backpack), there seems to be a greater dedication to more twee, cozy series such as Animal Crossing and Pikmin, as well as adorably subtle game decor in general.

The Animal Crossing corner featured a slew of home goods, such as an adorable cottage-core coffee grinder branded with “The Roost,” the in-game cafe headed by character Brewster the Pigeon, with a matching cup and saucer set. Other kitchen goods like an apron, glass jar set and oven mitt elicited a few squeals from me and another sales associate, who kindly pointed out the equally kawaii Animal Crossing stationery with stickers, sticky notes, notepads and character-themed pens.

Downstairs in the Legend of Zelda section, I was taken with the Zelda Fairy collection, particularly a large faux leather tote purse and fairy-themed wallets with iridescent flourishes. Lovely golden Heart Container-shaped accessories, of which not nearly enough found their way into my shopping bag, framed the scene. 

Down the line, rows of enamel Kirby keychains and plush Waddle-Dees eyed me hopefully from their perches while a tower of Pikmin blind boxes and flower bud vases (successfully) tempted me from over my shoulder. 

Price-wise, I was pleasantly surprised that most items weren’t egregiously expensive and more similar to pricing you’d find at a theme park. I’d expected the aforementioned coffee grinder to be somewhere around $70, but it was priced at $40. Similarly, many of the more intricately designed wallets and bags were at the $35 price or under. Pikmin blind boxes were $10. But there were still outliers — a sleek Team Rocket anorak was marked at $120, for example.

Why San Francisco? Why now?

Before 2025, Nintendo had four official stores around the world: three in Japan (Kyoto, Tokyo and Osaka) and one in the US (New York). Now, San Francisco marks its fifth retail location selling merch directly to fans.

The San Francisco store’s opening comes at a pivotal time for the city’s downtown economy. Retail vacancies in San Francisco have hit record highs since the outbreak of the COVID-19 pandemic, with a number of flagship stores shutting down, including the Westfield San Francisco Centre and Macy’s, the former epicenter of the city’s Union Square shopping area. 

When Nintendo announced the official opening plans for the store in May 2024, then-Mayor London Breed posted on X, “We’re excited for San Francisco’s future and look forward to welcoming this iconic brand to our City.”

Supervisor Danny Sauter, who represents San Francisco’s District 3, which includes Union Square, told KQED in March, “The narrative on San Francisco is starting to shift…[p]eople are willing to take a chance on San Francisco again, and it’s remarkable how that was not the case six months ago.”

Whatever the city’s reputation, fan response has been immense, with “Warp Pipe Pass” shopping visit reservations for opening week sold out in minutes, continuing on into the Memorial Day weekend. Locals have been peeking into the windows and taking pictures as soon as the signage went up. Reddit user CaterpillarFederal43 posted a picture in the San Francisco subreddit in April 2025 with his dogs in costume, noting he visits every day for a chance to use StreetPass (a peer-to-peer feature on the Nintendo 3DS) with fellow fans.

End credits

San Francisco has a legacy of gaming culture, from the former Walk of Game to the annual Game Developers Conference held in Moscone Center. Now it has a retail location and event space for one of the biggest gaming companies in the world to welcome fans.

Whether you’re a Nintendo superfan with an Isabelle-patterned sweater vest or a tourist looking for a “gamer-y” souvenir for a relative, the San Francisco Nintendo store looks like a perfect place to spend all your rupees and bells. Just watch out for mischievous Pikmin along the way.

Nintendo Store Levels Up in San Francisco: A First Look Inside the Ultimate Fan Experience

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Technologies

Trump says he has no regrets about starting the Iran war as U.S. dials up economic pressure

Speaking to Fox News presenter Laura Ingraham, Trump said that he would have attacked Iran despite the impact on the midterm elections.

U.S. President Donald Trump said he has no regrets about starting the Iran war and added that “If I had it to do again, I would do exactly what I did.”

Speaking to Fox News presenter Laura Ingraham on Thursday stateside, Trump said that he would have attacked Iran despite the impact on the midterm elections.

“If we hadn’t done Iran, you would be cruising to midterms victory right now,” Ingraham told Trump, to which Trump replied “supposing we were cruising, and all of a sudden Iran has a nuclear weapon. They would use it.”

He added that if Iran had a nuclear weapon, the Islamic Republic would “wipe out” Israel and the Middle East, and start hitting U.S. cities.

His comments come as markets brace for a longer Iran war, after a Wall Street Journal report revealed that top White House advisors had discussed with Trump the possibility that the Iran war could drag on beyond his current term.

Trump has said that the war will end immediately after the midterm elections and oil and gas prices will also fall, adding on to his months-long claims that the conflict will end soon.

In separate comments to NewsNation on Thursday, Trump denied reports that there was any damage to U.S. assets, after Iran claimed it had hit multiple U.S. fighter aircraft at a base in Jordan.

“No damage. No nothing,” Trump said, when asked if there was any truth to the reports.

Economic pressure

Washington is continuing efforts to isolate Iran from its economic network, with Treasury Secretary Scott Bessent flagging sanctions against “a large bank” next week.

“We’re going to do it on Monday because we want to honor the memory of our fallen citizens on 9/11. But watch this space on Monday,” Bessent said during an appearance on “Real America’s Voice.”

Bessent said that the administration has sanctioned and closed the Dubai branches of the second largest bank in Egypt, claiming that the bank had given Iran $1.8 billion dollars. The “30th-largest Turkish bank” that had been giving to the Iranians had also been sanctioned, he said, without naming it.

The U.S. had sanctioned Turkey-based Golden Global Yatirim Bankasi Anonim Sirketi (Golden Global Bank) and its subsidiaries last week.

Trump, in the NewsNation interview, was also asked how Iran could continue holding out under the current economic pressure.

“I don’t know that they’re gonna be able to hold out,” Trump said. “But it’ll get settled after the elections. Or maybe sooner. But it’ll get settled right after the election.”

Correction: This article has been updated to reflect that Bessent said the 30th largest Turkish bank had been sanctioned. An earlier version misstated the bank’s ranking.

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Technologies

U.S. diesel price tops $6 per gallon, a record high as Ukraine and Iran wars ripple through economy

U.S. diesel prices hit their highest level ever as fuel supply disruption stemming from the Ukraine and Iran wars lifts transportation costs.

U.S. diesel prices hit $6 per gallon on Friday for the first time ever, as fuel supply disruptions triggered by the Ukraine and Iran wars raises transportation costs across the entire economy.

Truckers and farmers are paying about 63% more to fill up their semis and tractors than they did at this time last year, according to data from AAA. The average price nationwide is now about $6.06 per gallon.

Prices are even higher in California, the biggest agriculture state in the U.S., at $7.98 per gallon.

Fuel costs are rising as crude oil prices have surged in response to a sharp escalation in fighting between the U.S. and Iran this month. U.S. crude oil futures topped $100 per barrel on Thursday for the first time since May. The contract has gained about 20% in September.

Diesel is the real lifeblood of the economy even though consumers tend to pay more attention to retail gasoline prices, said Bob McNally, president of Rapidan Energy, in an interview with CNBC’s “The Exchange” on Tuesday.

Higher diesel prices are passed down to consumers in what they pay for food, consumer goods and energy. Diesel fuels the trucks, trains and ships that bring goods to market. It powers the machinery that farmers use to plant and harvest food. And it heats homes and generates electricity in some cases.

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“It’s the more insidious, more costly, and more impactful fuel,” McNally said. “As we climb higher, it is a real concern.”

Diesel prices at these levels will be a “silent killer” for the economy, said Patrick De Haan, head of petroleum analysis at GasBuddy, in an interview with CNBC’s “Power Lunch” Tuesday.

Gasoline prices, meanwhile, have never been this high this late in the year, De Haan said. Prices at the pump hit a Labor Day record of $4.15 per gallon earlier this week. Americans are spending about $700 million more per day on gas and diesel than they did a year ago, the analyst said.

“There’s sticker shock there for consumers,” De Haan said.

Fuel costs are rising as the Iran and Ukraine wars have disrupted global supplies. Kyiv has pounded Russian refineries, forcing Moscow to ban diesel exports. Iran and its militant Houthi allies in Yemen have also hit the refineries of U.S. Gulf allies. Fuel exports through the Strait of Hormuz are constrained due to the Iranian attacks on tankers.

The wars in Eastern Europe and the Middle East have shut down refineries with about 5 million barrels per day of capacity, said Valero Chief Operating Officer Gary Simmons on the U.S. refiner’s July 30 earnings call.

The world has lost nearly 8% of its diesel supply with little spare refining capacity available to make up the shortfall, said Andy Lipow, president of Lipow Oil Associates, in a Wednesday note.

Rising diesel prices pose an “enormous challenge” for the Trump administration, said Helima Croft, head of global commodity strategy at RBC Capital Markets, in a Sept. 4 interview with CNBC’s “Power Lunch.”

“U.S. refineries are running at 98% utilization rates — there is just no spare capacity,” Croft said.

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Technologies

Buffett’s confidence in troubled decade-old acquisition finally pays off

Warren Buffett has said he paid too much for Precision Castparts in 2016. Now its complex metal castings are in high demand.

(This is the Warren Buffett Watch newsletter, news and analysis on all things Warren Buffett and Berkshire Hathaway. You can sign up here to receive it every Friday evening in your inbox.)

Buffett’s confidence in troubled decade-old acquisition finally pays off

Six years ago, when Berkshire Hathaway took an $11 billion write-down of its $37.2 billion 2016 acquisition of Precision Castparts, Warren Buffett wrote in his annual letter to shareholders he had paid “too much” for the company, which makes “complex metal components and products.”

While it was a “fine company – the best in its business,” he had been “simply too optimistic” about its profit potential, a “miscalculation … laid bare” by the enormous downturn for the aerospace industry, Precision Castparts’ largest customers, amid the Covid pandemic.

In a CNBC interview when the deal was first announced, Buffett admitted it was “a very high multiple for us to pay,” but told shareholders at the 2016 meeting he had great confidence in Mark Donegan, the company’s CEO, both then and now, and the company’s long-term profit outlook.

It’s taken longer than he planned, but Buffett’s purchase is now looking pretty good.

As Reuters puts it, there is currently a shortage of the “complex” products Precision Castparts makes that are essential for engine turbine blades.

They’re also used in natural gas turbines, which are in demand to produce energy for artificial intelligence data centers.

This week, GE Aerospace announced it would pay $11.75 billion to acquire Consolidated Precision Products, one of the few companies that competes against Precision Castparts.

Barron’s calls that “pricey” at 26 times projected 2027 earnings before interest, taxes, depreciation, and amortization.

Using the same multiple, Barron’s estimates Precision Castparts is worth around $100 billion. That’s well above the potential value of $60 billion to $75 billion it cited in an article last month that said the unit “probably has become one of the more valuable divisions” of Berkshire.

It’s also nearly three times the 2016 purchase price.

In the Barron’s piece, Andrew Bary said Berkshire, and its share price, aren’t “getting much credit” for the subsidiary’s rising value, in part because CEO Greg Abel, like Buffett, doesn’t do analyst conference calls or investor events that could draw attention to the unit’s performance.

His recommendation: “Without Warren Buffett at the helm, Berkshire may have to start telling its story if it wants to attract a new generation of investors. This year’s trading action suggests that something may need to change.”

Berkshire bounces a bit as Wall Street sells off

Berkshire Hathaway shares managed a modest gain this week even as Wall Street’s major averages declined, a small departure from the 2026 “trading action” Bary cites.

Both the Class A and Class B shares gained almost 0.9% while the S&P 500 fell by 0.8%.

Until Friday’s bounce, that benchmark index, along with the Dow Industrials and the Nasdaq Composite, had dropped four days in a row as oil and bond yields moved higher.

Even with this week’s outperformance, Berkshire’s B shares still trail the S&P 500 by more than 10 percentage points so far this year.

Nebraska candidate moves to replace ad that included Buffett’s image

The campaign team for the Republican running in Nebraska’s 2nd Congressional District accelerated the deployment of a new campaign ad after Susie Buffett complained about a previous commercial that briefly included an image of her father, Warren Buffett.

In the ad, a picture of Buffett and his name appear on screen for roughly two seconds as candidate Brinker Harding says, “Here in Omaha, we know a thing or two about the stock market, some more than others. But we do it without insider information.”

He then goes on to highlight his call for a ban on Congressional stock trading, saying some lawmakers “trade on secrets you’ll never know,” as they “get rich” while “we barely get by.”

In a report that led its 10 PM CT newscast Wednesday evening, ABC affiliate KETV in Omaha reported Susie Buffett had asked Harding on Sept. 2 to remove the ad.

She told the station, “I think it’s worth it to say that Warren did not give Brinker his permission to use his face or name in his ad.

“It implies that my dad endorses him. He did not have permission to use it.”

The KETV report quoted Harding as saying in a statement, “In Nebraska, we work hard and support each other, and we do it honestly. Warren Buffett exemplifies that, and that was the point of my ad.”

The report said Harding did not comment on whether the ad would be taken down but noted “it does look like new ads from his campaign are beginning to run on some stations.”

A Harding campaign spokesperson told me the campaign did not think its ad implied a Buffett endorsement, but to be respectful to the Buffett family, it responded to her concern by accelerating the rollout of its next planned ad by several days, although its effort was hampered by the Labor Day weekend.

The commercial now running does not show or mention Buffett.

BUFFETT & BERKSHIRE AROUND THE INTERNET

Some links may require a subscription:

– Best’s News and Research Service: 2026 Best’s Rankings: Berkshire Hathaway Takes DPW Top Spot Among Accident & Health Lines

– Financial Times: The day Warren Buffett saved Salomon Brothers

HIGHLIGHTS FROM CNBC’S BUFFETT ARCHIVE

The effects of 9/11 on Berkshire and the insurance industry (2002)

Warren Buffett shares his thoughts on the 9/11 attacks and explains how Berkshire’s insurance companies have started taking terrorism into account when writing policies.

AUDIENCE MEMBER: I know you lost a lot of money as a result of 9/11. But I would like to know how 9/11 changed your life and your investment strategy?

WARREN BUFFETT: It made everybody, I think, in the country aware, I mean, we’ve gone through world wars and all of that, and essentially felt quite protected within these borders.

And I have been quite worried about — Charlie can attest to — you know, the possibility, particularly of some kind of nuclear device in this country, by — probably more likely by terrorists than by some, at least, declared act of war by another state.

And 9/11 made everybody realize that as humans have not progressed, particularly, in terms of how they behave with each other over the years, they have progressed enormously in their ability to inflict damage on those they hate for one reason or another…

In terms of the business aspects of it, in your question, obviously the area at Berkshire that it effects most significantly, by miles, is insurance.

And prior to 9/11, even though we recognized that there could be huge monetary damages that flowed from the activities of what I would call deranged people, we hadn’t really written the contracts in such a way as to either get paid for taking that risk or to exclude the risk. In other words, we were throwing it in for nothing.

We had excluded risk for war. I mean, we knew that we’d seen what had happened in England in the 40s, and so we had taken account of something that some of us had seen with our own eyes, but we didn’t take account of something that we knew was possible, but we just hadn’t seen. And that’s, you know, that’s the human condition, to some degree.

Since September 11th, everybody in the insurance business recognizes that they had exposures that they weren’t charging for, and they either had to exclude those exposures or they had to charge for them.

We have written — first thing we had to do, of course, is we had lots of policies on the books that left us exposed to this, and most of those policies ran for a year, starting at different points. Those have run off to a great degree, but they’re not entirely run off.

The other thing we did was on new policies. We have sold a fair amount, quite a large amount, of terrorism insurance that excludes what we call NCB, nuclear, chemical, and biological, as well as fire following nuclear.

And, we can take a fair amount of exposure to that sort of terrorism, because it doesn’t — it won’t aggregate. It aggregated at the Twin Towers in a way that — World Trade Center — in a way that just about was as extreme as you could get for non-NCB-type activities.

I mean, that was a huge amount of damage done without nuclear, chemical, or biological.

But we can have tens of billions of dollars with NCB excluded throughout a greater New York area, or something, but we can’t have hundreds of billions of exposure that would be exposed, say, to, nuclear activities, because there an act or two, or three, coordinated, could cause damage that would destroy the insurance industry.

And if we had coverage on that, it would destroy us as well.

BERKSHIRE STOCK WATCH

Four weeks

Twelve months

BRK.A stock price: $766,000.00

BRK.B stock price: $510.37

BRK.B P/E (TTM): 12.83

Berkshire Cash as of June 30: $365.5 billion (Down 8.0% from March 31)

Excluding Rail Cash and Subtracting T-Bills Payable: $359.2 billion (Down 3.8% from March 31)

Berkshire repurchased $4.5 billion of its shares in Q2 2026.

BERKSHIRE’S TOP EQUITY HOLDINGS – Sep. 11, 2026

Berkshire’s top holdings of disclosed publicly traded stocks in the U.S. and Japan, by market value, based on the latest closing prices.

Holdings are as of June 30, 2026, as reported in Berkshire Hathaway’s 13F filing on August 14, 2026, except for:

– Mitsubishi, which is as of April 30, 2026

The full list of holdings and current market values is available from CNBC.com’s Berkshire Hathaway Portfolio Tracker.

QUESTIONS OR COMMENTS

Please send any questions or comments about the newsletter to me at alex.crippen@cnbc.com. (Sorry, but we don’t forward questions or comments to Buffett himself.)

If you aren’t already subscribed to this newsletter, you can sign up here.

Also, Buffett’s annual letters to shareholders are highly recommended reading. There are collected here on Berkshire’s website.

— Alex Crippen, Editor, Warren Buffett Watch

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