XBOX launches ‘Game Studios Shop’ with merch from its biggest franchises

Microsoft has officially launched the XBOX Game Studios Shop, a new storefront focused on merchandise from major XBOX franchises like Halo, Forza, Gears of War, Fable, and more. The store currently includes hoodies, T-shirts, hats, drinkware, and collectibles across different price ranges.

According to XBOX Consumer Products senior director, John Friend, this is only the initial rollout, with more products planned throughout the year.
XBOX expands its gaming merchandise push
Microsoft says new items will reportedly arrive alongside major XBOX game launches and events. The company also noted that player feedback will help shape future additions and improvements to the shopping experience.

That being said, this isn’t XBOX’s first merchandise storefront. The new shop joins existing stores tied to franchises and studios under the XBOX umbrella, including Blizzard, Bethesda, Call of Duty, and Minecraft.

Gaming merchandise has become a much bigger business in recent years, especially around major franchises with strong fan base. Xbox now appears to be pushing deeper into that space with a dedicated Game Studios-focused store. XBOX has also confirmed that more collections may arrive later. Recently, Microsoft also unveiled the new XBOX Player Voice feedback hub. Needless to say, players are indeed making their voices heard.