Merchandising
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Turns out, a lot of Sega's biggest fans don't play its videogames: 'In some cases, their engagement is…
Sega president Shuji Utsumi noted that a significant portion of fans for series like Yakuza engage with the IP through merchandise and media, rather than playing the games themselves. This highlights the growing importance of transmedia strategies in building brand interest and fan engagement, even among non-gamers.
GTA 6 DualSense pre-orders drop soon, here's how to secure your Vice City controller
Pre-orders for the Grand Theft Auto 6 themed DualSense controller will go live on September 10th, with limited quantities expected. The controller, available in black and white colorways, will be released alongside the game on November 19, 2026, and is priced at $84.99 / £74.99. Availability is primarily expected through direct.playstation.com.
Sega says it makes more money from people who don’t play their games
Sega president Shuji Utsumi stated that the company generates significant revenue from individuals who engage with its franchises through adaptations and livestreams rather than playing the games directly. This transmedia strategy, including movies and merchandise, is seen as a successful way to expand IP reach and engagement, sometimes even surpassing that of actual players.
Resident Evil Movie Popcorn Bucket Is Gross But Fitting
The upcoming Resident Evil movie, directed by Zach Cregger, will feature a unique popcorn bucket themed after an organ-transport bag, available at Regal theaters. While the bucket does not include a beating heart as seen in promotional images, tickets are now on sale, with T-Mobile subscribers potentially getting them for $5.
At 53.5 Inches, LEGO’s Star Wars Executor Super Star Destroyer Becomes the Company’s Longest Set Ever
LEGO has unveiled its new Star Wars Executor Super Star Destroyer set, measuring 53.5 inches long and featuring 6,130 pieces, making it the company's longest set ever. Priced at $799.99, the set will be available for LEGO Insiders on October 1 and for the general public on October 4. It includes minifigures of Darth Vader, Boba Fett, and other bounty hunters.
XBOX and IKEA Make Room for Play with the New YXSTABY Collection
Xbox and IKEA have partnered to launch the YXSTABY collection, a new line of products aimed at gamers. The collection aims to enhance the gaming experience through thoughtfully designed merchandise.
IKEA announces Xbox collaboration
IKEA has announced a new collaboration with Xbox, following a previous partnership with ASUS ROG. The company teased controller-themed products on Instagram, with a full reveal planned for August 26, 2026, at Gamescom. This marks IKEA's second major gaming brand collaboration, after releasing gaming furniture with ASUS ROG in 2021.
Prepare for Emergence Day with the Gears of War: E-Day Limited Edition XBOX Wireless Controllers
Xbox is releasing two limited edition wireless controllers for the upcoming game Gears of War: E-Day. The "Gears of War: E-Day Limited Edition Xbox Wireless Controller" features a battle-worn design inspired by Emergence Day and can be pre-ordered now for $89.99. Additionally, starting September 30, fans can design their own custom controller through Xbox Design Lab with artwork by Luke Preece.
Hasbro Doomsday action figures break from tradition and will actually be out in time for the movie
Hasbro has revealed its new line of Doomsday action figures, which are notable for being released in time for the movie's premiere. These figures, part of the Hasbro Pulse Marvel Legends line, are expected to launch in December, coinciding with the release of the Avengers: Doomsday film. This marks a departure from Hasbro's typical practice of releasing merchandise after movie launches.
Hasbro reveals first The Legend of Zelda action figures, and Ganondorf is an absolute unit
Hasbro has revealed its first The Legend of Zelda action figures, inspired by The Legend of Zelda: Tears of the Kingdom, including Link, Princess Zelda, and Ganondorf. These figures are the initial products from a new multi-year licensing partnership with Nintendo, with a broader range of toys planned for 2027. The figures were showcased at San Diego Comic-Con 2026, with the Link and Ganondorf figures already listed as sold out.
Pengu Plushies Land in Over 1,800 Target Stores as Pudgy Penguins Goes Mainstream
Pudgy Penguins has launched its Pengu plush toy line in over 1,800 Target stores across the United States, marking its largest retail rollout to date. This expansion aims to introduce the Pudgy Penguins intellectual property to millions of new consumers and integrates a licensing model where 5% of net revenue is returned to NFT holders whose penguins are featured on the products. The brand is also testing the viability of crypto-native characters competing in mainstream retail alongside established brands.
Lego X-Files set revealed, and you'll want to believe you have space for this set in your collection
Lego has revealed a new X-Files set, featuring Mulder's basement office, a UFO, and eight minifigures including Mulder, Scully, and The Flukeman. The 1,478-piece set, priced at £179.99 in the UK, will be available on August 4, with early access for Lego Insiders members on August 1. A Scully's Lab mini-build will be offered as a gift-with-purchase for a limited time.
New Street Fighter 6 Fragrances Let Your Room Smell Like Juri’s Feet
Capcom's fighting game Street Fighter 6 is collaborating with Japanese fragrance company CODE Meee to release three scents inspired by the characters Ingrid, Ed, and Juri. The fragrances, priced at roughly $43, are designed to evoke the characters' signature moves and gameplay styles, with Juri's scent featuring notes of raspberry, passionfruit, and musk. Game director Takayuki Nakayama expressed excitement for the collaboration, noting how the scents can deepen player connection to the characters and enhance focus during gameplay.
Game Crossovers and Collaborations
This article highlights various crossovers and collaborations within the gaming industry. It mentions a partnership between Call of Duty and Aston Martin for Modern Warfare 4, a Nintendo G-Shock watch by Casio, and new Hasbro toys based on Nintendo properties.
This $1,000 Street Fighter Cammy Figure Is Impressive, But We Know Who’s Buying It
Infinity Studio has released a highly detailed, 1/3-scale collectible figure of Cammy from Street Fighter for $1,070. The figure features medical-grade silicone, realistic hair, and movable eyes, standing over 25 inches tall. Street Fighter 6 continues to receive new content, with Tifa Lockhart set to join the roster in 2027.
Hasbro partners with Nintendo to produce Zelda toys starting 2027
Hasbro has announced a partnership with Nintendo to produce toys based on The Legend of Zelda franchise. The first products will be showcased at San Diego Comic Con next week, with sales beginning in 2027. This collaboration aims to bring beloved characters and items from the acclaimed game series to a new line of merchandise.
Hasbro (HAS) signs deal with Nintendo (NTDOY) to make Legend of Zelda toys ahead of the film
Hasbro and Nintendo have signed a deal to produce The Legend of Zelda toys, with initial prototypes to be revealed at San Diego Comic Con in July 2026. The full toy line is expected to launch in 2027, coinciding with the release of the live-action The Legend of Zelda film. This partnership aims to capitalize on the upcoming movie's release and expand the franchise's merchandising.
Hasbro wins license to make Legend of Zelda toys, action figures, and more from 2027
Hasbro has secured a licensing agreement with Nintendo to produce The Legend of Zelda toys and merchandise starting in 2027. The partnership will cover a wide range of products, including action figures, plushies, and potentially board games. The first product reveals are expected at San Diego Comic Con, with three 6-inch figures set to be unveiled.
Street Fighter 6 fragrances teases sharper hit-confirms and fewer whiff punishes
Japanese fragrance company CODE Meee, in partnership with Capcom, has launched three official room fragrances for Street Fighter 6, inspired by characters Ingrid, Juri, and Ed. These scents are designed to capture the fighters' styles and aid players in achieving a competitive mindset during gameplay. Priced at ¥7,535 including tax, deliveries are scheduled to begin in mid-October 2026, though the claimed effects are not guaranteed.
A $220 Lego Spongebob Squarepants set has been revealed, and it's absurdly screen-accurate
Lego has revealed a new $220 Spongebob Squarepants set that recreates Bikini Bottom with over 1,700 pieces and includes minifigures of Spongebob, Patrick, and Squidward. A smaller $12.99 BrickHeadz Spongebob set will also be released on September 1, 2026. Both sets are available for pre-order now.
