The Spirit of Hockey is technically the gift-shop for the Hockey Hall of Fame but you can still enter from the main entrance even if you don't want to go through the museum (even though you definitely should!)
This store is pretty much exactly as you'd expect: wall-to-wall memorabilia of all your favourite NHL teams. While I was mystified at first, it quickly wore off. It kind of became of game of laughing at all the ridiculous things you can stick a logo on (would you like some novelty cups to go with your keychain??)
However, the fact of the matter is that people do buy them so obviously there is a market for these things. I actually saw someone at the airport on his way out of Toronto carrying a giant Washington Capitals "Man Cave" sign that they had purchased at the store. I didn't exactly walk out empty-handed either (because who doesn't need a Harvey the Hound figure to sit on their desk??)
All of that being said, the store is well laid out and staffed by friendly, helpful employees, all of whom are enthusiastic to talk about hockey (or at least good at faking it!)