The store was founded as Pink Godzilla Games and was known by that name for many years. Toho, owner of the Godzilla franchise, claimed the store was infringing upon its trademark. Pink Godzilla announced in 2009 that it would change its name. Rather than engage in a legal fight, the store decided to voluntarily rebrand. The company's mascot is Pink Gojima, from the fictional Island of Go. It is also known as Pinky G or just Pinky. The mascot uses the colors of pink and green, which are also used to decorate the retail locations.