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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-Aimé 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

NASA Admits Fault in Starliner Test Flight, Classifies It as ‘Type A’ Mishap

Remember the astronauts who were stranded in space for months? NASA says it’s close to identifying the «true technical root cause» of the spaceship malfunctions.

NASA has been investigating the now-infamous Boeing Starliner incident since the story dominated headlines in late 2024 and early 2025. The Starliner suffered malfunctions that stranded now-retired astronauts Suni Williams and Butch Wilmore for months. The agency has now released a report on what happened, taking responsibility for its role in the mission’s failure. 

«The Boeing Starliner spacecraft has faced challenges throughout its uncrewed and most recent crewed missions,» said NASA Administrator Jared Isaacman in a NASA blog post on Thursday. «While Boeing built Starliner, NASA accepted it and launched two astronauts into space. The technical difficulties encountered during docking with the International Space Station were very apparent.»

NASA has now labelled the mission a «Type A mishap,» which is defined as a «total direct cost of mission failure and property damage greater than $2 million or more,» or where «crewed aircraft hull loss has occurred.» Both of those apply to the Starliner, which has cost the agency $4.2 billion to date. 

Isaacman also released a letter addressed to all NASA employees on X. The letter outlined various issues with the mission, including a «prior OFT thruster risk that was never fully understood,» disagreements among leadership about Williams and Wilmore’s return options, and the agency’s delay in declaring the mission a failure, despite its high-profile nature clearly showing it was. 

These sentiments were echoed in NASA’s press conference on Thursday. 

NASA has committed to working with Boeing to make the Starliner launch-worthy again and has been investigating technical issues and addressing them since the mishap early last year. Isaacman admitted at the press conference that the «true technical root cause» of the malfunctions still hasn’t been identified, but NASA believes it is close to identifying it. 

«We’re not starting from zero here,» Isaacman told a reporter during the press conference. «We’re sharing the results of multiple investigations that will be coming to light in the hours and days ahead. Boeing and NASA have been working to try and understand these technical challenges during that entire time period.»

A malfunction to remember

The crewed Starliner flight was delayed several times before finally launching on June 5, 2024. The crew experienced malfunctions en route to the ISS, including several thruster failures, which made docking particularly stressful. 

The Starliner’s return was delayed by two weeks before finally being sent home without Wilmore and Williams, who were left stranded on the ISS until returning with Crew-9 in March 2025

The Starliner’s story is far from over. NASA and Boeing intend to send the Starliner back to the ISS in an uncrewed resupply mission with a launch date currently set for April 2026.

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Technologies

Let T-Mobile Pick Up the Tab. Get a Free iPhone 17 With a New Line

If you’ve been looking to add a new line or switch carriers, you can scoop up Apple’s latest flagship on T-Mobile’s dime.

Apple’s new iPhone 17 typically costs $830 for the 256GB configuration, or up to $1,030 for the 512GB configuration. However, T-Mobile isoffering it to customers for free if they meet certain qualifications. If you’ve been looking to trade in your old device or choose an eligible plan, now is a great time to nab this deal.

T-Mobile doesn’t mention a deadline for this deal’s end, but it’s best to act fast if you’ve been wanting the latest iPhone.

To get a free iPhone 17, you’ll need to switch to T-Mobile on an Experience Beyond or Experience More plan and open a new line. You can also choose a Better Value plan, but you must add at least three lines with that plan to get your phone. You can also add a new line on a qualifying plan to score the deal, so long as you also have an eligible device to trade in.

Buyers are still responsible for the $35 activation fee. You’ll get bill credits for 24 months that amount to your phone’s cost. Additionally, you can only get up to four devices with a new line on a qualifying plan.

Note that newer phones will net you more trade-in credits, but an iPhone 6 will net you at least $400 off. The iPhone 17 Pro is also free with a trade-in of an eligible device on an Experience Beyond plan. The iPhone 17 Pro Max is just over $4 per month right now, with the same qualifications.

We’ve also got a list of the best phone deals, if you’d like to shop around.

Why this deal matters

The iPhone 17 series is the latest in Apple’s ecosystem. These smartphones are made to work with Apple Intelligence, include faster chips, offer improved camera performance and show off Apple’s trademark gorgeous design. Starting at $830, they’re not the cheapest phones around, so carrier deals like this one are the best way to save some serious cash.

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Technologies

How Team USA’s Olympic Skiers and Snowboarders Got an Edge From Google AI

Google engineers hit the slopes with Team USA’s skiers and snowboarders to build a custom AI training tool.

Team USA’s skiers and snowboarders are going home with some new hardware, including a few gold medals, from the 2026 Olympics. Along with the years of hard work that go into being an Olympic athlete, this year’s crew had an extra edge in their training thanks to a custom AI tool from Google Cloud.

US Ski and Snowboard, the governing body for the US national teams, oversees the training of the best skiers and snowboarders in the country to prepare them for big events, such as national championships and the Olympics. The organization partnered with Google Cloud to build an AI tool to offer more insight into how athletes are training and performing on the slopes.

Video review is a big part of winter sports training. A coach will literally stand on the sidelines recording an athlete’s run, then review the footage with them afterward to spot errors. But this process is somewhat dated, Anouk Patty, chief of sport at US Ski and Snowboard, told me. That’s where Google came in, bringing new AI-powered data insights to the training process.

Google Cloud engineers hit the slopes with the skiers and snowboarders to understand how to build an actually useful AI model for athletic training. They used video footage as the base of the currently unnamed AI tool. Gemini did a frame-by-frame analysis of the video, which was then fed into spatial intelligence models from Google DeepMind. Those models were able to take the 2D rendering of the athlete from the video and transform it into a 3D skeleton of an athlete as they contort and twist on runs. 

Final touches from Gemini help the AI tool analyze the physics in the pixels, according to Ravi Rajamani, global head of Google’s AI Blackbelt team. which worked on the project. Coaches and athletes told the engineers the specific metrics they wanted to track — speed, rotation, trajectory — and the Google engineers coded the model to make it easy to monitor them and compare between different videos. There’s also a chat interface to ask Gemini questions about performance.

«From just a video, we are actually able to recreate it in 3D, so you don’t need expensive equipment, [like] sensors, that get in the way of an athlete performing,» Rajamani said.

Coaches are undeniably the experts on the mountain, but the AI can act as a kind of gut check. The data can help confirm or deny what coaches are seeing and give them extra insight into the specifics of each athlete’s performance. It can catch things that humans would struggle to see with the naked eye or in poor video quality, like where an athlete was looking while doing a trick and the exact speed and angle of a rotation. 

«It’s data that they wouldn’t otherwise have,» Patty said. The 3D skeleton is especially helpful because it makes it easier to see movement obscured by the puffy jackets and pants athletes wear, she said. 

For elite athletes in skiing and snowboarding, making small adjustments can mean the difference between a gold medal and no medal at all. Technological advances in training are meant to help athletes get every available tool for improvement.

«You’re always trying to find that 1% that can make the difference for an athlete to get them on the podium or to win,» Patty said. It can also democratize coaching. «It’s a way for every coach who’s out there in a club working with young athletes to have that level of understanding of what an athlete should do that the national team athletes have.»

For Google, this purpose-built AI tool is «the tip of the iceberg,» Rajamani said. There are a lot of potential future use cases, including expanding the base model to be customized to other sports. It also lays the foundation for work in sports medicine, physical therapy, robotics and ergonomics — disciplines where understanding body positioning is important. But for now, there’s satisfaction in knowing the AI was built to actually help real athletes.

«This was not a case of tech engineers building something in the lab and handing it over,» Rajamani said. «This is a real-world problem that we are solving. For us, the motivation was building a tool that provides a true competitive advantage for our athletes.»

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