A Lego fan took their GameStop obsession ‘to the moon’ with a design rendering of a store riddled with meme references, and it could become a real product

A rendering of a GameStop LEGO store.
  • A GameStop-obsessed Lego fan created a meme-filled GameStop store, and it could become real.
  • The project was submitted to Lego’s user-sourced “Ideas” page and has already received support.
  • Lego plans to review the project in September, and, if approved, the set will be produced and sold.
  • Visit the Business section of Insider for more stories.

GameStop-obsessed Redditors are at it again: A user-created “GameStop Classic Store” was submitted, and subsequently voted up wildly, to the Lego Ideas service.

Since it received more than 10,000 votes, the idea will be reviewed by Lego “designers, product managers, and other key team members” in September, Lego said. If it’s approved by Lego, the concept will enter a prototype phase and could see a retail release by later this year or in 2022.

Rather than featuring video games, the store is instead full of references to the various GameStop stock memes that have become dogma for the Reddit retail traders: An “ape” is seen climbing outside (the word Redditors adopted for themselves), and the building itself is set on the moon (a reference to the phrase “to the moon,” which is a rallying cry for the stock’s value).

Around back, another “ape” can be seen drawing graffiti on the building that’s intended to represent GameStop’s stock value across the past seven months:

A user-created LEGO 'GameStop Classic Store,' with a meme reference to the company's stock.

The set drew the attention of former Chewy CEO Ryan Cohen, who has led a quiet takeover of GameStop across the past year.

-Ryan Cohen (@ryancohen) July 8, 2021

Cohen has become a figurehead for the Redditors who obsess over GameStop’s stock value.

Even before GameStop’s stock price skyrocketed in January, Cohen had purchased over 12% of the company’s shares and was actively lobbying its board and executive team to make major changes.

In the past eight months, Cohen has led the charge on an initiative to replace GameStop’s executive suite with senior-level Amazon employees. He’s hoping to turn GameStop into the “Amazon of games,” just as Chewy did for pet supplies.

So, how’s Cohen going to do that? That remains to be seen, and Cohen isn’t saying.

“You won’t find us talking a big game, making a bunch of lofty promises or telegraphing our strategy to the competition,” Cohen told investors in June at the company’s annual shareholder meeting. “We know some people want us to lay out a whole detailed plan today, but that’s not going to happen.”

In the meantime, GameStop’s stock value is still hovering close to $200 a share – approximately 10 times where it was before January.

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