Microsoft Relaunches Xbox Merchandise Store With 8 Franchises as 25th-Anniversary Gear Remains Absent
Updated
Updated · Windows Central · May 21
Microsoft Relaunches Xbox Merchandise Store With 8 Franchises as 25th-Anniversary Gear Remains Absent
6 articles · Updated · Windows Central · May 21
Microsoft has reopened its official first-party merchandise storefront as the Xbox Game Studios Shop, ending months of silence after the old Xbox Gear Shop went offline.
The new store launches with items tied to 8 Xbox Game Studios franchises, including Age of Empires, Avowed, Grounded, Hellblade, Sea of Thieves, The Outer Worlds and Forza Motorsport.
Microsoft said the catalog will expand alongside major game releases and be adjusted using player feedback; a coming-soon page for Fable is already live.
Official Xbox-branded merchandise is notably missing from the initial lineup, even as Microsoft keeps separate Blizzard, Bethesda and Minecraft stores running alongside the new shop.
The relaunch fits a broader Xbox 25th-anniversary merchandising push that has already included third-party apparel partnerships and could foreshadow a larger branded drop later this year.
Under new CEO Asha Sharma, is the 'Return to Xbox' initiative a real course correction or a rebranding effort for its 25th anniversary?
How will the new store influence Xbox's bigger decisions on game exclusivity and the future of its Game Pass subscription model?
As Xbox builds a lifestyle brand through merchandise, can it succeed where other tech giants have struggled to enter the fashion market?